2014 Metrics: Why a Year-End Review Matters



I don’t want to scare you, but 2015 is right around the corner.


If you haven’t yet done your 2015 planning taking the time to review your 2014 metrics is a good place to start. You likely have good idea of who your top customers are and what your best sellers are, but do you know what motivates someone to buy from you?


As you look forward to 2015 it’s a good idea to take the time to do a deep dive into your metrics in order to figure out what worked for you in 2014 and what didn’t. Here’s a list of some of the things that you can review and learn from:


What’s driving traffic to your website?


There are usually four-six main sources of traffic to your website:


    • Direct traffic: Someone typed your website into their browser and navigated directly to your site. This is often a sign of repeat customers, or may come from people typing in your website after receiving a business card.


    • Organic Search: People found your site through a search on Google or Bing.


    • Referral: Visitors came to your website through a link from another website.


    • Social: Traffic driven to your website by social networks.


    • Email: Visitors clicked on links in email messages (if your company does not have email marketing campaigns this will not be applicable).


    • Paid Search: Traffic driven to your site through PPC campaigns (applicable only if you have paid search engine advertising).



Use your 2014 metrics to explore how people are finding your website and what that information means to you. For instance is there a particular website that is sending a high amount of traffic your way? If so, can you leverage that relationship? Can you also think about how get a placement on similar websites to bring even more traffic to you?


On the flip side if you are not getting very much traffic from search engines you may want to investigate your SEO strategy in order to bring more visitors to your site.


Is your social media effective?


Pinterest - 2014 MetricsWe just covered that social media can drive people to your website, so be aware of which social media sites are sending people your way and take this into consideration when planning for 2015.


For instance if you spent a bunch of money on Facebook ads, but it only brought 20 people to your website and created one sale, that may not be a strategy you want to repeat.


With that said, you also need to take a look at your 2014 metrics from your social media platforms to get the whole picture. Social media is great for exposure and engagement, but does not always drive direct sales. For example, Pinterest is the top social site for driving sales, but takes an average of two and a half months to convert a customer.


If your social platforms have a growing fan base that is interacting with your content, you are exposing people to your brand and sales will come; even if they never directly convert from the social platform. However, if a certain social platform has limited engagement and drives very little traffic to your site, that may be a sign your need to concentrate on other places.


Are there trends to your sales?


Take a look at your transactions and see if there are any trends you can spot that will help you sell more in 2015. For example:


    • Are people buying from you at a certain time of the month or year? If you have certain products that had seasonal spikes, make sure that you leverage that in 2015 by planning promotional campaigns around those spikes.


    • Do people buy certain products or services together? If five out of 10 customers are buying two products together than you’ve discovered a great upsell to leverage. You may even want to consider creating a package to group your common products/services together for an easy sale.


    • Is there a product or service that gives you a greater profit margin? If devise a promotional campaign to sell more!



Taking time to look at your 2014 metrics can help uncover a wealth of information that will make your 2015 numbers even stronger.



[grabpress_video guid=”ac4b6f74bf8e1215f6cdcece1e9bda8ad6d3bc6a”]


Nicole Krug is a marketing strategy consultant specializing in digital brand management, social media, web development and email marketing. Since founding Social Light in 2009, she has helped clients hone their digital marketing strategies to bring more exposure to their brands and boost their bottom lines.

Share small business news, blogs and social media tips with Project Eve’s community of small business owners and entrepreneurs today. Our contributors come from a wide range of backgrounds; so whether you are a small business owner, social media strategist, financial adviser, serial entrepreneur, or write an amateur blog we urge you to contribute a blog to our 500,000+ community today. For more information, please refer to our Content Submissions Guidelines.

Add a Blog


  1. You really make it seem so easy with your presentation but I
    find this matter to be really something that I think I would never understand.

    It seems too complicated and very broad for me. I’m
    looking forward for your next post, I will try to get the hang of

  2. This design is incredible! You most certainly know how to keep a reader entertained.

    Between your wit and your videos, I was almost moved to start my own blog (well, almost…HaHa!) Excellent job.
    I really enjoyed what you had to say, and more than that, how you presented it.
    Too cool!

  3. Hello! I could have sworn I’ve been to this website
    before but after checking through some of the post I realized it’s new to me.
    Nonetheless, I’m definitely delighted I found it and I’ll be bookmarking and
    checking back often!

  4. I wish to express appreciation to this writer just for bailing me out of this particular problem. Because of looking out throughout the world wide web and finding basics which were not helpful, I figured my entire life was gone. Living without the strategies to the difficulties you’ve fixed through your main review is a serious case, as well as those that would have in a negative way affected my career if I had not discovered your web blog. Your own natural talent and kindness in dealing with almost everything was important. I’m not sure what I would have done if I hadn’t discovered such a solution like this. It’s possible to at this time look ahead to my future. Thanks a lot so much for the high quality and results-oriented guide. I will not think twice to refer the blog to any person who ought to have recommendations about this subject.

  5. Thank you for sharing excellent informations. Your website is so cool. I am impressed by the details that you have on this site. It reveals how nicely you understand this subject. Bookmarked this website page, will come back for extra articles. You, my pal, ROCK! I found just the information I already searched all over the place and simply could not come across. What a perfect website.

  6. Thanks for the guidelines shared on the blog. Yet another thing I would like to talk about is that fat loss is not exactly about going on a fad diet and trying to get rid of as much weight as you’re able in a set period of time. The most effective way to lose weight naturally is by using it slowly and gradually and following some basic points which can enable you to make the most from your attempt to shed pounds. You may understand and be following some tips, yet reinforcing know-how never affects.

  7. I truly wanted to write down a comment to say thanks to you for the fantastic concepts you are showing at this site. My considerable internet investigation has at the end of the day been paid with beneficial concept to write about with my co-workers. I ‘d declare that many of us readers actually are undoubtedly blessed to exist in a perfect website with so many marvellous people with great tactics. I feel really blessed to have discovered your entire web pages and look forward to tons of more fun moments reading here. Thank you once again for a lot of things.

  8. Hi there! This is my first visit to your blog! We are a team of volunteers and starting a new initiative in a community in the same niche. Your blog provided us valuable information to work on. You have done a extraordinary job!

  9. Usually I do not read post on blogs, but I would like to say that this write-up very forced me to try and do so! Your writing style has been amazed me. Thanks, quite nice post.

  10. Unquestionably imagine that that you stated. Your favourite justification seemed to be on the internet the easiest factor to have in mind of. I say to you, I definitely get annoyed whilst folks think about worries that they just don’t know about. You managed to hit the nail upon the highest as smartly as outlined out the entire thing with no need side-effects , folks can take a signal. Will probably be back to get more. Thank you

  11. 773750 209647It is perfect time to make some plans for the future and its time to be happy. Ive read this post and if I could I wish to suggest you some intriguing items or suggestions. Possibly you could write next articles referring to this post. I want to read even a lot more items about it! 688512

  12. 453962 302027Safest messages, or a toasts. are usually launched at one point during the wedding but are likely to just be hilarious, humorous to unusual as effectively. greatest man jokes 728964

  13. 685562 209037This really is often a fantastic weblog, could you be interested in working on an interview about just how you developed it? If so e-mail myself! 74094


Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.