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Time to Talk Tracking: Is Your Website Measuring What Really Matters?

A woman on a laptop with Google Analytics looking at the various metrics a business' website is measuring.

A business’ website does more than provide information to visitors. It also offers a lot of valuable information about these visitors to the business. This can include users’ interests, preferences, and certain demographics, but often that valuable data is missed or even ignored. It’s time to talk about website tracking. We’ll explain which website metrics are important, why they are insightful, and some of the best tools for gathering and measuring that information.

Why Website Metrics are Important to Track

Websites can collect a lot of data about how many visitors come to a website, from where, what pages they visit, how long they stay, and more. These can be extremely informative for a business. They can provide insights into customer/client interests, how they are navigating to your website, whether an audience is growing or cycling, and even strengths or weaknesses about the website design itself. Measuring these important metrics can provide great insight about your website’s design, the products/services you offer, and where you should focus digital marketing efforts.

Important Website Metrics to Measure

There are countless data points a website can measure, but they are not all created equal. Some are more important to measure and track than others. For example, ‘views’ is a simple metric to see how many people are viewing a business’ website and specific pages. However, it’s not much more informative than this. We’ll explain some of the key measurements that all businesses should be tracking.

Conversion Rate

Conversion rate is uniformly one of the most important metrics to track on a website to measure engagement. It considers what percentage of visitors to a business’ website convert, i.e. perform some kind of action. There are different kinds of conversions and yours will depend on the website and business. Conversion rate may consider completing purchases or booking appointments/service, but they can also be filling in a digital form, signing up to a newsletter or trial, or downloading content. All of these can be extremely informative about what is attracting visitors’ attentions and interests.

Event Tracking and Other Behaviour Measurements

Another important metric for measuring website visitor engagement is event tracking. Events can include conversions, but they also include other actions taken on a website. Event tracking can monitor users clicking on certain buttons or images, playing videos, opening a gallery, etc. All of this can provide important data for what parts of a website are attracting more attention, getting more conversions, and more. That can help a business know where to focus its service/product offerings and inform web designers about future revisions to the site’s layout.

Other event related metrics like average time per page (how long users are staying on pages) and average session length (how long users are staying on the website) can also be extremely informative both to a business and designers. For example, visitors may be staying on a page for a long time because of strong interest, but if it is a page designed to quickly redirect users to more specific products or pages, it may be due to confusion or too many options.

Traffic Sources

Today, most people don’t navigate to a new website by typing the URL into their browser’s address bar. Instead, most people are directed to a website from ads, social media, emails, blogs or even other websites. Measuring a website’s traffic’s sources helps determine where new and returning visitors are coming from, helping to determine which marketing is most effective and where a business can maintain and further grow its clientele. Inversely, it can also identify which channels might be lacking and if you need new marketing strategies.

Bounce Rate vs Engagement Rate

Another informative metric to measure and track is the bounce rate. This tracks how many visitors load a page on the website and then leave without clicking or interacting with anything on the site. This can indicate certain design elements are not grabbing attention or perhaps a certain page is causing more bounces than others.

Engagement Rate is the opposite of a bounce rate and a good measurement to compare with the bounce rate. The engagement rate tracks how many visit the website and interact with anything, including buttons, images, videos, etc. With the engagement and bounce rates together, a business can get a full sense of the impression its website provides.

Tools for Measuring your Website

All these metrics are important to track, but that may leave the question of how you measure them. Of course, there are countless tools and plug-ins available to help you track metrics. We’ll highlight a few standards.

Shopify Analytics

Shopify includes in its platform a dashboard which helps track various metrics about an ecommerce website. Along with some of the essential metrics we’ve mentioned, it also includes various business performance metrics that can help track both your website and ecommerce business.

MonsterInsights

WordPress does not offer a free built-in analytic dashboard like Shopify, but it does have a large suite of plug-ins. MonsterInsights is one of the more robust plug-ins and offers a wide range of tracking for a website along with Google Analytics.

Google Analytics

Of course, the web giant Google provides its own web analytics platform that can track and measure a website’s various metrics. Google Analytics, part of Google’s large Marketing Platform, provides all these key metrics and also connects to other Google services, for an even fuller picture of all your digital marketing. Its services are also built into WordPress’ Premium plan, and Shopify sites can be connected to the platform.

Matomo

Another popular web analytics platform is Matomo. Along with a thorough set of analytics, Matomo is particularly popular for its data ownership policy and self-hosting option, allowing a business to keep the metric tracking in-house. Its WordPress plugin can make it an easy addition to any WordPress site.

Making Sense of the Metrics

Tracking and measuring key metrics of your website can be extremely informative. A key thing to remember when tracking these metrics is that they are numbers alone. Measurements mean nothing without careful analysis. For example, a click-rate could be high or low for various reasons. The metrics become even more informative when they are combined, e.g. observing that traffic coming from a certain source has higher engagement rates. Your web design and digital marketing team at Rosewood will have the expertise to identify the important metrics, understand what they mean, and turn them into actionable strategies for your business. If you’re ready to start tracking measurements and consider the invaluable data of your business’ website, contact Rosewood’s web team.

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From First Client to Now: 9 Moments That Made Us Who We Are

It’s hard to believe we’ve already reached another November, especially since this November 1st means Rosewood is celebrating its 9th birthday. I could never have predicted the journey this company has taken from Rosewood Virtual Administrative Services (party of 1) to Rosewood Marketing and Rosewood Fundraising (party of many). Nearly a decade packed with incredible clients and team members. It would have been even harder nine years ago to predict the exciting years ahead for Rosewood and its team. While we take a quick break from that future, I wanted to reflect on this 9-year journey and some of the major moments and milestones that have shaped us.

1. November 1, 2015: The Beginning

Starting my own business after swearing I would NEVER become an entrepreneur was … a lot to digest. After seeing the trials and tribulations my parents went through with their business, Simone Performance, the rollercoaster of high-highs and low-lows was something I never wanted for myself.

But here we are.

Starting wasn’t easy. I had a lot to learn, and I need to thank Joanne, who was an invaluable mentor for me with this new business. I also have to thank Maureen, past-owner of The Montana Group, for being customer number one. She was the first updraft that let Rosewood rise to what it is today.

2. November 2015: Vince’s Market

The other major springboard in Rosewood’s first month was solidifying Vince’s Market as one of our original clients. This was a defining moment for Rosewood. Not only was it the ultimate encouragement that owner, Giancarlo, decided to take a chance on a 24 year-old newbie, but it really was the name-dropping of their reputable brand that helped us gain traction and be taken seriously in this space.

3. 2018: Choosing Collaboration Over Competition

Over the next three years I became more comfortable with the trials of running a business and Rosewood’s clientele grew in suit. With an expanding network, I met Hollie Hoadley of Creative Solutions. This was one of the best things to ever happen to Rosewood. Not only did we combine forces to create a powerhouse collaboration team, but we also became incredible friends. We have always had each other to lean on and bounce ideas back and forth. By embracing collaboration, we’ve found much more success and enjoyment in our businesses than through competition.

4. 2019: Catch the Ace AGCO

In 2019 a new avenue appeared for Rosewood when we were approached by the Newmarket Lions Club. They wanted to build a website as a pilot project for Catch the Ace online sales. We built it and, soon after, were licensed by the AGCO for charitable gaming. This became one of Rosewood’s unique offerings for local nonprofits across the province.

5. 2020: The Digital Marketing Boom

2020 is going to stay that year in people’s memories for a long time. However, there were some positives too! During this time, Rosewood grew exponentially due to a shift in the need for digital marketing. There was a surge in projects and requests that year. I remember many holiday dinners I spent sneakily hunched over my laptop during desert.

I realized I simply couldn’t sustain this and provide the level of service our clients had come to expect. It was time to make a change and add skilled experts to the Rosewood team! While I wish I had chosen to grow the team earlier, I know that everything happens for a reason and we wouldn’t have met these incredible people.

6. 2020-2022: Team Members Make All the Difference

Since that choice to grow the team, we both welcomed and said farewell to a few key members:

  • Georgie (2019-2022): My sister from the other side of the world! We bonded over our love of business and the Simpsons (but only the good seasons).
  • Victoria (2021-2022): Victoria was a wonderful addition to Rosewood, filling the Virtual Admin role. Easy-going and down to learn anything!
  • Dasha (2020- ): Rosewood just wouldn’t be the same without Dasha behind a computer designing and developing websites. She’s our lovable nerd who tells it like it is!
  • Alex (2021- ): We’re so grateful for Alex and the incredible way his brain works. Forget thinking outside of the box, Alex has left the building to create full-blown abstract sculptures – and they’re incredible!
  • Paige (2022- ): When a company grows, it needs structure. Paige brought that law and order to Rosewood as Rosewood Marketing’s Account & Project Manager. Even though we push back against her processes and tools, she’s tenacious because she knows it’s for our own good.
  • Rya (2024-): Rya first entered the chat back in 2023, but we just didn’t have the right opportunity for her at that time. But with her assertiveness, combined with her background in tech and general kick-ass-ness, we knew we needed to lock her in as the Operations Manager for Rosewood Fundraising!

7. 2022: Rebrand

After 7 years of growth and changes, we embarked on a rebrand not only to refresh our logo, but also to solidify our target audience, define our offerings, and determine what makes Rosewood distinct and compelling for our clients. The rebrand also came with a newly designed website. Don’t laugh, but we’re still waiting to launch it!!

New Rosewood Logo

8. 2022: Rosewood Day

After two years of seeing each other through a screen, Rosewood’s core team finally got together from across Ontario and Canada for a full day of fun! For a virtual team, this day was really special for us. We did a team photoshoot, enjoyed some delicious sushi, savoured ice cream, and then escaped an escape room. It was amazing. I wish we could have Rosewood day every month!

9. 2024: The Big Change

The end of our 8th year came with a big change and on October 1, 2024, Rosewood Fundraising became its own corporation. This allows it to continue to grow independent of Rosewood Marketing. It still has the same values and standards at its core, but now its team and offerings can be more dedicated to the specific needs of nonprofits. It was very fitting to start our new fiscal off on this foot and we’re so excited for where this will end up!

The Future

A lot has happened with Rosewood these past 9 years, and I can’t wait to see what the next 9, 18, and 27 years have to offer. There will surely to be plenty of exciting changes, new challenges, and unforgettable victories. I’m excited for the future growth of both Rosewood Marketing and Rosewood Fundraising! For now, the Rosewood team and I will be hard at work at crafting that future and looking forward to celebrating a full decade of Rosewood next year!

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Creating a Customer Loyalty Program: Rewarding Repeat Business

A woman smiling as she receives rewards from a customer loyalty program.

Every business, large and small, succeeds when they have returning customers who provide repeat business. In order to keep those customers returning, a business needs to foster loyalty. Quality products/services and excellent customer service are fundamental to creating that loyalty. However, a customer loyalty program is an effective way to help further encourage customers to return to your business rather than a competitor. We’ll explain what kind of customer loyalty programs foster true dedication and encourage repeat business by rewarding your customers.

The What and Why of Customer Loyalty Programs

Today, customer loyalty programs aren’t something new. In fact, they are fairly common, being offered by many businesses from your major chains to your local café. Their profusion is simple to explain: customer loyalty is important. 57% of customers and clients spend more on brands to which they are loyal. 71% of customers say loyalty programs are an important part of their relationship with businesses and brands. In turn, businesses that show the most loyalty can grow their revenues at 2.5 times the rate of their competitors. Loyalty programs are especially effective in e-commerce for their convenience, where they can increase average order quantity by 319%!

Quality is Key for Building Loyalty

Before creating a customer loyalty program, we should understand what true customer loyalty means. Many businesses today offer loyalty programs which often provide rewards such as discounts or exclusive items. The average customer is enrolled in just over 14 loyalty programs, but they are only active in less than half. They might be enrolled in multiple loyalty programs, but they are only loyal in their actions and business to a few. So while a loyalty program helps to secure that repeat business, customers say that price, quality of services/products, and trust are the essential basis for generating real loyalty.

True Loyalty is a Reciprocal Relationship

Offering a loyalty program means little if customers don’t feel that you are loyal to them in return. Customers only feel true loyalty if a business shows as much care in what they offer customers or clients as what the customer wants. True loyalty, including customer loyalty, is built on a reciprocal relationship of trust. That trust comes from honesty, reasonable pricing, an intuitive and accessible website, and quality services and products. Other critical strategies include being personable and engaging with your audience as well as listening to them to develop personal connections. The loyalty program is that extra incentive that reminds customers of their loyalty for that quality. It fosters dedication because a loyalty program acknowledges the support it receives from those customers’ repeat business.

How to Create a Successful Customer Loyalty Program

Not all customer loyalty programs are created equal. Some are cumbersome to use. Others are just not rewarding, leaving them unused. With many loyalty programs out there, you want to create one that customers feel truly rewards their continuing relationship with your business. This will help ensure you see an ROI as customers keep returning to purchase your products or services. There are a few essential guidelines for creating an effective and rewarding loyalty program that helps encourage repeat business:

  • Points Based Systems – Overall, customers prefer points-based loyalty programs. These systems give customers points for every purchase they make, possibly offering further points for certain kinds of purchases. Customers can then use their points to receive discounts, exclusive offers, or even redeem free products. Customers like points systems because they can see the reward in each purchase, and they can track how close they are to their next discount or offer.
  • Balanced Rewards and Redemption Offers – Even if a points system is encouraging, the rewards or redemption offers need to be substantial. They will stop engaging with the program if they rarely or never feel rewarded. However, you do not want to reward so much that your loyalty program starts costing your business more than the repeat business is generating. This is a delicate balance. You will need to determine by looking at current customer behaviour and other industry standards.
  • Frictionless and Intuitive – Be sure that your loyalty program is easy to use, understand, and redeem from. If it is confusing or cumbersome to redeem a reward in process or restrictions, customers will simply not engage with it.
  • Personalization, Curation, and Customization – Surveys have shown that personalization is extremely important to customers for them to engage with loyalty programs. This includes curated or customizable offers as well as personalized communications that might include such curated offerings.
  • Offering Experiences – Customers are no longer just interested in products or services. Instead, many have become interested in brands and businesses offering experiences. Loyalty programs are an excellent way to offer such experiences to your most dedicated customers. For example, rather than receiving a discount or free products, rewards can also be lessons or attending an exclusive event. Such offers also help to foster a community among your loyal customers and can be a great way to encourage user generated content on social media.
  • Loyalty Tiers – Lastly, loyalty tiers help to further reward repeat business. Depending on how frequently a customer purchases products (usually based on the previous year), they go up in the loyalty tier. The higher the tier, they receive better incentives or rewards. For example, the highest loyalty tier could receive free shipping or flat discount. These provide your most loyal customers with extra rewards. It also also encourages others to seek the rewards for their repeat business.

Loyalty Is What Makes You Stand Out

You should now understand how with a strong basis in trust for your products and services, you can create loyalty that fosters a strong connection. A customer loyalty program is key to encouraging and rewarding customers for that repeat business. However, that loyalty program needs to stand out by being intuitive and personable. If you’re ready to add or reinvigorate your e-commerce’s loyalty program, be sure to contact Rosewood Marketing’s web design and digital marketing teams.

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