Website Marketing

Strategies are essentially road maps to get from one place to a better one. You want to improve your current position. Your website strategy should provide that direction. Checking your rate of improvement and movement in the right direction is relatively simple on the Internet.

Items to measure…

• Use Google Analytics to measure your site statistics, unique visitors, most popular pages, search keywords used in search engines etc.
• Set conversion goals, i.e. how many visitors  complete the objectives set
• Plot the number of enquiries received
• Plot the number of enquiries converted to customers
• Plot the value of purchases by customers secured over the Internet
• Plot the number of orders received from e-commerce
• Plot the value of the orders received from e-commerce
• Check rankings on search engines
• Check statistics of advertising deployed on the web

In most cases web based solutions provide measurement information.

With the right measurement tools in place you can fine tune the content of the site as well as advertising content. By changing the focus of the site you will soon realise how many people are interested in what you are offering.

Depending on how your online network of sites is structured you will be able to learn a lot from several sources.

Special offers may be special, but if nobodies interested it is time to move on.

By monitoring the conversion rate of goals you get a pretty good idea in a short space of time as to what visitors are interested in. By appealing to the sweet spot you have the opportunity to secure visitors to return for more.

Every web strategy is different and you can, using various web tools, analyse your website to death. Stay focused on what you want to achieve and systematically move towards these goals.

It is therefore important that your site developer create the site with the objectives in mind to make measurement easier.