Analyzing how a Web site is used by visitors is an effective way to optimize the site for business value, improve the user experience and enhance the site's performance. Source: Gartner
The availability of statistical web log and other data, creates a new and unique potential to measure return on investment (ROI) on marketing dollars.
Reports about visitor behavior, called click stream or path" analysis reveal a great deal about visitor behavior and about the site itself, including:
- page-popularity and exit points;
- where users come from;
- how long visitors stay and how often they come to visit;
- and other demographic information.
Clients often begin by asking, what do I need all that analysis for? The amount of analysis differs from client to client, but regularly taking a look at who is visiting your site, what they are doing, how long they are staying, helps to determine how well the business is doing and where adjustments are necessary.
| CASES IN POINT |
A small business which placed an ad in the local on-line Yellow Pages, wants to track referring pages to guage how well those dollars are paying off.
A company's Customer Relationship Management (CRM) system presents a much more complete picture of their client when their activity on the firm's website is included; for example, comparing a client's website activity against subsequent sales to understand the sales conversion process of the site.
A computer manufacturer's Customer Service site focuses on length of visitor stay. Too many short visits, for example, may indicate that visitors are not finding the answers they need. |
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Regardless of the size of the client, we always propose some kind of monitoring/site maintenance plan. Like any marketing and sales tool, expectations have to be set for the website and measurements must be taken to measure levels of success against plan. We work with you to define those metrics and to establish a program to track the numbers with the goal, of course, of achieving the website's business objective. After all, a positive return on investment is the ultimate goal of any investment, including a website.
We provide a free initial consultation and would be happy to provide greater detail on the ROI and maintenance plans available.
Give us a call or send us an email to set up a consultation. |
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