Using Google Analytics and ZOHO CRM To Gain Small Business Insight

If you’re truly a small business, it’s likely that you might be dealing with 5 to 10 leads per week, as opposed to thousands.  Even still, your ad spend and SEO efforts have to be measured carefully, so finding a way to accurately determine lead sources is critical.  And, working with those clients after the fact needs happen in a structured manner so you can maximize your success.

Here’s 2 free business tools that will make any small business smarter, faster, and more in control.

Please feel free to Contact Us if you need help, or have a question.

ZOHO CRM For Small Business

One of the premier web based CRMs on the market today, ZOHO has a free addition that up to 3 users can utilize to strategically work and manage your web leads, from inception to sale. And with support for a web based lead generation form, your leads from your website can be automatically populated in the ZOHO CRM, where they can be nurtured, and eventually turned into Accounts with Sales Opportunities.

Secondly, the web form asks you what page to send the visitor to after they have submitted data, which is the critical “next step” in setting up a Google Analytics goal, which we’ll get to in a bit.

When you’re setting up your CRM software web form, two things are important to bear in mind.’

  • The form has to be quick and easy.
  • The web form needs to give you all the information you need to process the lead.

Try to keep the required fields to 3 or 4, so that the end user can make their request, and be on their way.  (Bear in mind, I’m writing this piece to true small businesses.  Larger organizations might want more stringent web forms to start filtering out leads that could be considered non-starters.)

So something simple, like Name, Company name, e-mail address and phone number.  And, possibly, you can add in a drop down list of your product and service categories so you can manage who gets the leads on the back-end.   Remember, everything your potential customer types in on the form will end up in your CRM.  So you can modify the form over time as you gain experience with how you want to manage the lead data in your ZOHO CRM.

Please feel free to Contact Us if you need help, or have a question.

Then, simply cut and paste the code ZOHO provides to you into a web page called Contact Us, or whatever suits your fancy.  (Bear in mind, you will HAVE to provide ZOHO with two specific URLs:  The one the form will reside on (it asks for DOMAIN, but that’s an error… They need the EXACT URL), and the page you want the visitor to see after they submit the form.  This is a Thank You page.  And it’s very important.  Here’s why:

Google Analytics and CRM for Small Business

I hope you’re at least somewhat familiar with Google Analytics at this point.  Analytics can work VERY well for a small business in determining where all those wonderful leads your CRM is accumulating are coming from, and that’s even more important than simple web stats.  Just knowing how many people visit your website doesn’t cut it anymore.

PPC is getting more expensive in some cases, and SEO can be a lot of work.  So let’s make sure we are getting plenty of ROI from both.

Again, if you’re truyly a small business, you might be satisfied with just a handful of qualified leads per week.  So, using Google Analytics “out of the box” without any tweaking is good enough to start measuring our website success.

First off, as you know, the Google Analytics code needs to be present on every page on your website.  You might have 5 pages, or you might have 50.  Make sure it appears on every one, including the Contact Us and Thank You pages.

Once that’s accomplished, we need to go into your Google Analytics settings in your account, and create a Goal.  That goal should be titled something like “Contact Form Completion”, or “lead Generated”, or whatever you’re comfortable with.  The Goal should be URL based, with “/Thank_You.html” (or whatever your Thank You Page is) as the Goal initiator.

With that Goal in place, you now effectively study which keywords are driving traffic, and more importantly, which keywords are driving Leads.

But… what about ROI?  What about the keywords that are driving SALES, and not simply leads?

Please feel free to Contact Us if you need help, or have a question.

Tying Google Analytics and ZOHO CRM Together for Small Business

Now, we need to head back over to ZOHO, and create 2 new fields under leads (and then map them to Accounts, which you do when setting up the fields.  This way this data will carry forward when we convert the lead to an account.)

The fields are:

  • Web Source
  • Keyword

Web Source should be a pick list.  Include things like:

  • Google PPC
  • Google Organic
  • Yahoo
  • Bing
  • Referral

If you’re running an advertising campaign on a specific website, include that as well.  You can add to this list over time.  Don’t subtract from it though once you’re rolling, or you will lose data.

Keyword should simply be a free form text field.

Now, once that’s set up, we simply have a look at our completed goals in Google Analytics, and copy the info over to ZOHO.  Again, this is ideal for small businesses.  It would be a nightmare for organizations handling more than 10 leads a day.

Now, as you start to enter your sales and order data in to ZOHO, you’ll start to get a true feel for the ROI your website is generating, and for what advertising is really working, and what isn’t.

Please feel free to Contact Us if you need help, or have a question.

About kevin

I work as an internet marketing manager in domestic (US) manufacturing, and blog about B2B web lead generation, CRMs, web analytics, and a little bit about affiliate marketing. I also am an avid Kayak Fisherman.