Part 21: Analytics and Conversion Optimization
This part of the guide has 9 pages so far. Each page answers one question, shows what to do, and ends with an audit check you can use on your own business.
21.1 Define Business Metrics
Section titled “21.1 Define Business Metrics”- 21.1 Business Metrics: The core numbers to watch in a small business: revenue, gross margin, net income, cash, money owed to you, bills you owe, capacity, and customer concentration.
21.2 Define Marketing Metrics
Section titled “21.2 Define Marketing Metrics”- 21.2 Marketing Metrics: Track marketing numbers that matter: relevant traffic, lead sources, useful engagement, leads by quality, conversions, cost per lead, cost per customer, and return.
21.3 Define Sales Metrics
Section titled “21.3 Define Sales Metrics”- 21.3 Sales Metrics: Measure sales in a small business: share of leads that fit, estimates sent, close rate, time from inquiry to yes, and the real reasons you lose jobs.
21.4 Define Delivery Metrics
Section titled “21.4 Define Delivery Metrics”- 21.4 Delivery Metrics: Measure how well you deliver: on-time rate, jobs finished clean, callbacks, complaints, refunds, how busy your crew is, and useful customer feedback.
21.5 Build Dashboards
Section titled “21.5 Build Dashboards”- 21.5 Dashboards: Build simple dashboards for a small business: owner, marketing, sales, operations, compliance, and security, each with a few numbers and a clear next decision.
21.6 Review Calls and Forms
Section titled “21.6 Review Calls and Forms”- 21.6 Reviewing Calls and Forms: Review calls and web forms on a schedule: check that calls are answered and followed up, connect calls and forms to sales, and keep only the data you need.
21.7 Review Funnel Performance
Section titled “21.7 Review Funnel Performance”- 21.7 Funnel Review: Review your sales funnel step by step: visitors, landing page action, qualified leads, estimates, sales, delivery margin, and repeat business, to find the weak spot.
21.9 Review Customer Lifetime Value
Section titled “21.9 Review Customer Lifetime Value”- 21.9 Customer Lifetime Value: Estimate customer lifetime value the careful way: purchase frequency, how long customers stay, gross margin, service costs, and referral value, with safe assumptions.
21.10 Improve Conversion Rates (and 21.11 Document Experiments)
Section titled “21.10 Improve Conversion Rates (and 21.11 Document Experiments)”- 21.10 Conversion Rate Testing: Run simple website tests the right way: one change, a clear goal, a set time window, and a written record, without hurting how Google sees your pages.