Links to your site

... aka Web Traffic Analysis

The most obvious measure of marketing success is the number of email enquiries or catalogue orders that you receive.

With a professionally implemented emarketing plan you can obviously expect this to significantly increase.

But to get there we need to measure and appraise all the steps a potential customer takes while on your website. We both need to understand the route they take to becoming an actual customer or client.

We both have to understand where pages and visitor responses are working well and build on these.

Likewise we have to understand where pages are performing badly and get rid of the dead wood.

It’s knowing this factual data that gives substance to your marketing plans, and gives you the emarketing edge.

For example I know for a fact that many website owners, whether marketing directors, MDs, CEOs, marketing services managers, proprietors and so on, rarely look beyond the bare monthly web figures, such as how many people visited this month, or average length of visit.

This is a cursory approach and deserves little reward.

To structure your ongoing web marketing, we start by agreeing website goals.

Website goals are your key pages that deliver business, eg:

• Enquiry Page
  
  
• Checkout
  
  
• Subscription page
  
  
• Contact page and so on

Defining these goal pages enables the team to statistically analyse your web page performance in terms of these goal pages, rather than simply taking a broad brush look at overall traffic.

For example we provide regular report information to analyse:

> Which keywords or search terms delivered the most results on the goal pages. Understanding this allows us to focus better on the winning keywords that deliver you real business. And these are not necessarily the keywords that simply deliver high volumes of visitor traffic

> What routes visitors take through your site to arrive at your goal pages. By understanding the different routes visitors take (we call these routes clickstreams), we can learn where they fall off the map. Knowing this, we can fix the pages where they fall off, and get more visitors back on track towards your goals. The result is more business.

> Which of your online adverts pays the most, and the least. You can clearly see your return on investment (ROI) for your different adverts by analysing each ads individual performance vis-a-vis your stated goals, such as your checkout or enquiry pages.

These are just a sample of the reports that allow your site’s success to be measured, analysed and made more profitable.

And the bottom line is that web traffic analysis works.

The best way to understand this in everyday terms is to think of your website like a local hypermarket, eg Tesco.

As the UK’s number one employer, Tesco has made it its business to understand every aspect of customer buying behaviour in their stores from the first road signs a mile way, to the car park and trolleys, to the greeter person in the foyer, to the first arrival in the buying areas, right through to the checkout, and beyond.

They know everything about customer behaviour, and everything that happens on every shelf. And they respond to this data by constantly refining and developing to change what they do in order to improve their business performance.

And that’s one massive reason why they’re the best!

If you want to be as successful as Tesco, then you have to analyse your website traffic as thoroughly as Tesco analyse their stores.

And we can help.

To find get an idea of web marketing costs, please click here

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