Measuring For Success – Analytics

Analyse your web traffic and increase your ROI

Companies often invest huge amounts of money in marketing without knowing exactly how successful their marketing campaigns will be.

Whether you are an online business, or a regular business with an online presence, you have to be able to account for your marketing spend and accurately quantify your ROI (Return on Investment). This will allow you to make informed decisions going forward. The only way to do this is to accurately measure your web activity, analyse your visitor traffic and establish what works and what doesn’t.

Here are a few tips to ensure that your web spend bears fruitful rewards for your business. Set goals In order to establish the success of your marketing spend, you first need to set achievable goals for your business. This might include the amount of relevant visitors to your website, the number of conversions, or might just focus on your revenue.


Conversions vs Traffic

Many companies like to boast of their high traffic numbers but if these people who are visiting your site are not converting, then these numbers are just for show. You want conversions, which means you want people to download a document, subscribe to a newsletter, fill in a contact form, or, first prize, make an online sale. This is what counts.


How to measure

The beauty about measuring your online success, is that there are a number of excellent free measuring tools available. Google Analytics is one of them, and it allows you to measure exactly who is visiting your site, which pages they are landing on, how long they spend on your site, the links they click on, and the general demographic of your audience. This tool also allows you to work out how consumers got to your site, amongst a host of other useful information, which will allow you to measure your website’s effectiveness and tweak it accordingly.

Google Analytics also offers a free training program and test, to make sure you know exactly how to use the program and get the best out of it. If you prefer, you can use specialists in their field who will analyse your web data and provide you with an easy-to-use report.

In addition to Google Analytics, there are a number of other analytics tools out there, some of which may cost you a pretty sum; you decide.


Analyse and Tweak

Once you have given your site enough time to gather sufficient useful data you can now start tweaking. This might involve editing your copy to be more salesy or user-friendly, or you might need to take a new look at the keywords on your site. In addition to looking at the copy, you might also want to revise your design. Do you have enough ‘call to actions’, are they visible enough, are people clicking on them? Do you have the right colours?

Once you have tweaked your site, you need to give it enough time for Google’s bots to notice before you make any more changes. This is an ongoing process, and even when you start noticing a visible traffic or conversions increases, do not rest on your digital laurels. While you may be on the right track, you can always continue to improve your website’s hit rate.


Know your ROI

By accurately measuring the success of your website, you can more easily quantify your ROI and decide the best way forward with your online marketing. If you sell online, it’s easy to quantify, but if your offline sales are increasing, it might not be so easy to ascribe that success solely to your online marketing.

An online presence is now an important part of most businesses, but many companies think that just having an online presence is enough. This is not true. By investing in the right tools, the correct people and measuring properly, your online presence can play a bigger part in your business’s success than you ever imagined.

Talk to your local IT specialists and ensure that you are spending your money wisely on digital marketing. Accurate measuring and analysis will go a long way to determining this.


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