Measuring, collecting and analyzing your web presence provides opportunities for optimization that can move you ahead of your competitors. You might not be too surprised to learn that many businesses do not monitor their website statistics and web presence influence. If you are not looking at your web stats – let’s see if we change that as we continue our 6 part series on web stats.
Every good marketing plan includes measurements. Return on investment or ROI is important to measure as resources (time, talent and money) are poured into marketing your products and services. Resources are in heavy demand and should be maximized.
- Objectives – the ‘what’ you are trying to accomplish or achieve.
- Goals – the ‘how’ or ways you are going to use to achieve your objectives.
- KPI or key performance indicator – the ‘measurement’ or category of numbers that will demonstrate if goals are being met.
- Metrics – the ‘results’ or raw data that indicates success or failure to achieve the goals that will meet your objectives.
So, what do you expect of your website? What are your objectives?
- Place for general information – about us, contact us
- Tool for conversion of the prospect into a sales funnel – join our mailing list
- Sales arm of your business – perhaps an Ecommerce site
- Downloads available – brochures, etc.
- Education or blog articles
- Customer Support, FAQ, Instruction manuals, etc.
Your prospects and customers may have definite expectations of their own when they are visiting your website. Some may be in research mode – trying to determine their own solution or arming themselves with enough information to have a great conversation on your offerings and solutions. Others may have passed the research stage and be ready to pull the trigger on a purchase. Customers already invested in you may be visiting your website for customer support information. All unique needs with differing objectives of their own. Have you designed it to meet their needs or yours?
Taking the time to layout objectives and SMART goals will help you attract your ideal client and retain your best customers. You will want to minimally track:
- Demographics of Your Traffic
- Referred Traffic and Keywords
- Bounce Rates
- Traffic Flow
- Average Time on Page
- Pages and Content Consumed
- Mobile Trends
Certainly not an all inclusive list but a great place to start.
Have you defined your objectives, goals and measurements for your website and online presence? All good plans start with the desired end in mind.
Did you miss our first post in this series? Bounce Rates – What do they truly mean? – Web Statistics Series — Part 1
Watch for our Web Stat series to continue in couple of weeks. Before then stop back next week for a discussion of credit card best practices for your business – just in time for the busy holiday shopping season.