Website analytics refers to collecting, measuring and analyzing data from your company's website and is often used to help improve the site. However, the data collected can also help drive and improve your sales as well. On a basic level, web analytics is a tool for measuring traffic to your site. But, it can be a much more powerful tool when used for improving your website, market research, generating business, and sales. In order to use your webpages metrics to help improve sales, you need to know your website's key performance indicators.
The first metric to understand is how many visitors your website receives within a given timeframe (day, week, month, etc) and then to break that down further to unique visitors, first time/one time only and repeat visitors. The next metric to understand is page views, how many pages on your website did your visitor view? The term, bounces, refers to visitors who only view one page and then leave a site. Lastly, you should know your conversion rate. This is the rate that a visitor to your site becomes a lead (fills out 'contact me' information) or makes a purchase.
Many businesses may only focus on the number of visitors or the conversion rate of their site, without paying attention to the information to be unearthed by analyzing page views, bounces and unique vs. repeat visitors. For instance, when analyzing the behavior of repeat visitors, page views can begin to shed light on your viewer's behaviors. Page views show if certain pages are repeatedly visited, perhaps the viewer is mulling a decision or which pages are the last ones visited before leaving a site, the viewer has all her info or gets confused and leaves the site.
Page views may be analyzed by focusing on a single visitor's activity (tracked by I.P. address), by total viewers or a subset of your visitors for a month. By digging into the data, you can begin to not only understand and predict a visitor's behavior on your site, but also to make changes to the site to help increase visitors, page views and conversion. Of course, you will need to track your changes to see if your metrics show improvement.
Website analysis does not operate in a cyberspace vacuum however. By understanding how your social media presence ties with your print/broadcasting campaigns, you gain an even larger understanding of what drives visitors to your site and your opportunity to increase your conversion rate. For example, if you send out a targeted print mail campaign, by tracking your metrics for the next month, you can glean if the mailing provided an increase of visitors to your site and leads/sales as well.
Your website is not only your virtual presence in the marketplace; it is also a valuable tool that can drive sales and business. It is important that your website's metrics are regularly analyzed and used to improve and develop your site on a scheduled basis. By ignoring your site or thinking as long as it is up, all is well, you are missing on opportunities to grow your business. Managing your website is an important part of your sales/marketing strategy, investing in a trusted partner can help you optimize this very crucial aspect of your company's success.
To learn more about the power of website analytics visit comarkdirect.com.
Không có nhận xét nào:
Đăng nhận xét