Forty-five booksellers took part in the 45-minute session on Thursday, February 16, which was led once again by Max Thomas, owner of maxthomas.co. Thomas walked booksellers through the basics of setting up conversion tracking and confirming Google Analytics is set up correctly. Then, using a web template from BookPeople of Moscow in Moscow, Idaho, Thomas demonstrated the different ways booksellers can use Google Analytics to evaluate key metrics on their sites.
During the session, Thomas offered booksellers directions on how to track who is visiting a store’s website, what pages they are reading, how far they go into the site, where they drop off before buying and what to do to prevent that, and which channels drive the most traffic to the site. The free live webinar was followed by a Q&A period in which booksellers were invited to ask questions.
Jill Hendrix, owner and manager of Fiction Addiction in Greenville, South Carolina, said the session taught her just how much she doesn’t know about the popular web analytics program.
“[I also learned] how powerful Google Analytics can be, and it inspired me to learn more,” she said.
Roger Cottingham, the events and community relations manager at Maria’s Bookshop in Durango, Colorado, said he was glad for the chance to participate in the webinar.
“Knowing where our visitors are coming from will help us target the best marketing opportunities to focus on, and knowing what our website visitors are looking at — and not looking at — and when they are leaving our site will help us identify and strengthen weak points on pages as well as recognize strong points we can capitalize on more consistently,” said Cottingham.
Watch for more webinars on Winter Institute programming in the coming weeks.