There's little point investing time and money in a website if you don't
know how well it's performing. Fortunately, there's now a huge range of
both free and paid-for tools which can analyse how your site is
performing. They're often designed with ordinary users in mind, and show
graphics and breakdowns to make the data easier to understand and use.
* Measure traffic sources. Knowing where visitors are coming from means
you can tell how social networking is performing for your business, how
well your email campaigns are working, and help you decide on calls to
action.
* Measure conversion rates. Converting visitors into leads or business
is the goal of online marketing so you need to know which calls to
action or pieces of content are persuading visitors to take that final step.
* Check your results often. Google Analytics presents your data clearly
but you should still check your results frequently and drill down into
the data to make sure you know what elements are making a difference.
* Set up campaigns. When you change something on your site, or adjust
your marketing strategy, set up your analytics to track that specific
change. This makes it easier to measure and if the cost justifies the
return on investment.
* Don't forget your offline data. If you print a brochure, or attend a
trade show, remember to include information about it online where you
can track interest.
know how well it's performing. Fortunately, there's now a huge range of
both free and paid-for tools which can analyse how your site is
performing. They're often designed with ordinary users in mind, and show
graphics and breakdowns to make the data easier to understand and use.
* Measure traffic sources. Knowing where visitors are coming from means
you can tell how social networking is performing for your business, how
well your email campaigns are working, and help you decide on calls to
action.
* Measure conversion rates. Converting visitors into leads or business
is the goal of online marketing so you need to know which calls to
action or pieces of content are persuading visitors to take that final step.
* Check your results often. Google Analytics presents your data clearly
but you should still check your results frequently and drill down into
the data to make sure you know what elements are making a difference.
* Set up campaigns. When you change something on your site, or adjust
your marketing strategy, set up your analytics to track that specific
change. This makes it easier to measure and if the cost justifies the
return on investment.
* Don't forget your offline data. If you print a brochure, or attend a
trade show, remember to include information about it online where you
can track interest.
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