Author: Taylor Eason

Disruption can be a dirty word. Walmart was one of the original disruptors, and they pretty much closed down indie retail in small cities and towns across the country. People celebrated the lower prices, however other prices were paid, too, like the loss of mom and pop independent businesses. But then there are good disruptors, which have contributed to deep changes in modern life, like the internet, ride sharing, cell phones and, arguably, social media.

Since the COVID shelter-in-place orders, the American wine industry is most definitely going through a disruption: the shift to direct-to-consumer (DTC) sales. Whether it’s a good or bad thing for the industry overall has yet to be seen but wine lovers in the U.S. have discovered the ease of bottles arriving at their door. Not just any bottle though — small production wines made with love, not the soulless wine brands that litter grocery store shelves.

We all know that having a website is crucial to gaining new customers and it is your face to the world. It’s a customer service tool, an e-commerce platform, and essentially your business card for the planet. But what’s so disheartening in beverage and food businesses is that too few people pay attention to what happens on it. Your website is essentially a treasure trove of information that your current customers and potential customers are giving you FREE.

Why do you need a Google Analytics goal set up? This free digital tool keeps track of your website visitors, and you can learn a lot just by seeing what web pages they frequent, how many pages they visit, and if their path leads to a sale. It’s this last bit that’s the good, juicy stuff. A goal in Google Analytics allows you to track things like: Where did a conversion originate? Organic search? Email? Referral? – How many new users to the website are converting? – How many pages did this new user visit before converting?

Google Analytics can be an intimidating pit of mystery. But it’s also the Promised Land of data. There’s plenty of information available about your website and thus, your business, but what exactly are you supposed to pay attention to, out of all the numbers thrown at you? We geek out with this stuff so want to offer up our five best Google Analytics reports monitored on a regular basis for our clients. These offer insight into what’s happening on their website and thus, consumer interest and sales.