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"Firms are recognising that the
investment they made in creating - and then re-designing - their
websites requires a means of measuring the return on that
investment. They are looking at the Web as another communication
medium that can raise revenue, lower costs and increase customer
satisfaction. Therefore, it's worth paying attention to how well it
accomplishes those things.” Jim Sterne, President Web Analytics Association
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 From your first dip in the online ocean it
is imperative that you know who, what, where and why visitors found your
website; you should know their frequented paths across the site and their
conversion rates. By careful analysis you can identify the gaps on
your website and why visitors aren't staying and change things
accordingly to improve the situation. Moreover you will be able to identify future trends and work them
into your entire marketing strategy accordingly. |
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Through implementing
effective traffic reporting your marketing department need not play
the costly guessing game of measuring how effective you costly offline
marketing is: if you have had an ad in a local paper, you will be able
to identify the conversion from this via the web statistics that will
inform you of the number of people that visited you from the area. If
it low you will know whether this form of marketing should be sustained
or budget moved to an alternative practice.
Unless your site is receiving more than 5
million page impressions per month we will usually work with you to set up Google
Analytics. Not only is this free, but it
is useful to integrate and analyse your pay per click (ppc) advertising.
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| “Web
analytics is the science and art of measuring the effectiveness of
websites,” “Yes, that means clickthroughs and pageviews, but it also
means revenues and customer attitudes.
It means measuring the
impact the website has on the brand and customer satisfaction as well
as the most popular pages. How does the website affect high street
shopping? How does it help close the sales cycle started with a
television ad?”
Jim Sterne |
Simultaneously, we will set up Google sitemap
for you for you to ensure that your pages have the best probability of being
indexed by the setting up of an auto-submit for revised and new pages. Through this your website architecture can be
monitored, running the site analytics tool to check that there are no server
errors or if pages are not found why.
Our job is to empower you so
that you can
maintain and learn from this fundamental and cost effective website
optimisation tool. It is not just interesting data, but actionable
insights that lead to a greater return on investment of your marketing
strategy. Full training can be given upon
request. |
