Search engine traffic is one of the hardest customer acquisition channels to understand, especially for small business owners. Generally, these are the reactions I see from small business owners when they first have Google Analytics installed correctly and learn how to segment the channels down to search engine traffic:
Panic — Some immediately panic because they can’t understand why 98 percent of their website visitors don’t convert into a customer.
Confusion — Some wonder why AdWords isn’t producing a 30-1 return on their investment.
Dismay — Some are happy that they get so many visitors but wonder why there are not enough customers.
