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Today's listener sells a tutorial series for MCAT students but isn't sure where her customers are coming from — vital information for focusing her marketing.
My side hustle is called MCATMath, and I sell a video tutorial series for students struggling with the math questions on the medical college admission test. My question is, how do we figure out where my customers are coming from? I'm on Instagram, I have a couple of partners who offer other MCAT services, I have a YouTube channel, and I guess I can be discovered through search — but I'm not sure where my site traffic is coming from, and more importantly, who is actually converting to a sale. I only make about four or five sales a month, so I don't get a lot of data. I have really good feedback from customers and want to put more effort into marketing, but I have no idea where to direct it.
This is a super important question that not everyone knows to ask. First things first: install Google Analytics on your website. It's free and not that hard — usually just pasting in a block of code. You should have it even if your site is new and you don't yet know what to do with the data. Hosted platforms like Squarespace or Wix may offer their own analytics too.
You can also simply ask customers "Where did you hear about us?" during checkout or right after — a simple question that reveals valuable intelligence, especially when word-of-mouth is in the mix.
And here's why it matters: not all traffic is equal. Chelsea might learn that certain search terms bring in far more paying customers — so she doubles down on those and abandons the less valuable ones.
Have a question? Visit SideHustleSchool.com/questions.
