As I have said in previous blogs, a web site is a marketing and sales tool. Your web site should be selling your product or service like you do through the rest of your materials. Your site should be touting the benefits of your products and/or services and what you can do for the consumer. The more effective the web site is, the more time visitors will spend on your web site and the more leads you will get. So, how do you know if your marketing is effective? The answer.. analytics.
From day one, you need to be tracking the amount of people that visit your web site. You need to see on a monthly or quarterly basis how many people come to the site, where they are coming from, what keywords are bringing people to the site through the search engines, where they are leaving, and how long they stay on the site.
Google Analytics has one of the most advanced analytics tools on the market. And the best part? It’s FREE! This tool will tell you everything you need to know about the traffic visiting your web site. From a month to month basis, you can track all of the statistics about the visitors reaching your site and the effectiveness of marketing through Pay Per Click ads, Organic search engine marketing, email marketing, and more.
In addition to simply reviewing statistics, you can also set up goal conversion paths. In other words, with a tiny script you can attach to a link in an email, you can track how many people came from that email and what percentage filled out a form for more or purchased a product so you can determine a percentage conversion from that marketing campaign.
Either way, no matter what you do for internet marketing, if you’re not tracking the traffic on your web site, the marketing will be a waste of time and money because you won’t be able to tell if it’s effective or not.
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