The goal of any organization regardless of industry and size is to grow over time.
But with so many moving parts, identifying inefficiencies and addressing challenges head-on in your online business can seem daunting.
The reality is that building a solid foundation for growth requires that you understand what makes your site profitable.
To ensure you can start making smarter business decisions, I’m going to break down exactly how to find the highest revenue-driving sources and landing pages on a website in under 60 seconds.
Let’s dive right in!
What does it Mean to “Scale Your Business?”
This is a phrase you hear pretty often in the marketing realm these days.
Put simply, scaling your business refers to increasing your revenue without a subsequent increase in cost.
To achieve this, you’ll likely have to invest time and resources to see that growth.
This can span online marketing strategies like blogging and social media, as well as email marketing to expand your email list.
Ultimately, you want to get back more than what you put in.
How to Scale Your Business
A key part of scaling your ecommerce business is monitoring your analytics. This will give you immediate insight into the pace of your growth.
Tools like Google Analytics allow you to automate certain tasks to get more projects completed in less time.
The landing page report is one of the most impactful reports offered in the app.
To access this report, login to your Google Analytics account (or other platform of choice) and navigate to:
Content > Site Content > Landing Pages.
By default, your landing pages will be sorted according to popularity.
In order to sort by conversion rate or a number of conversions, choose a goal from the dropdown menu in the conversions column.
Then, I’d suggest setting up a secondary dimension like source/medium to help you further filter and analyze your site traffic.
This particular dimension can be applied by navigating to:
Acquisition > All Traffic > Source/Medium.
With the source/medium dimension, you can drill down into how traffic is coming to your site based on the source (website or origin or traffic) or the medium (category through which traffic was driven).
Why is this Important?
There you have it—that’s all you need to know for scaling your business in under one minute!
Equipped with this information, you can review the conversion rates to your landing pages and determine which ones you should focus on optimizing. That way, you can increase the conversion rate and convert that traffic for less.
You can also easily turn the knobs to maximize more traffic from those sources to those landing pages. This enables you to see how well or how poorly your marketing efforts are performing.
If you see a major drop in traffic, revenue, or any other element that just doesn’t seem right for your business, these are the main steps you should take to make sure that they are operating correctly.