Like any other aspect in your marketing mix, your website should have its own set of defined goals. For example, you may use it as an informational vehicle for your customers, to sell products or services, or as a means to generate leads and build you customer database. Your website is a marketing medium that you have invested a significant amount of time and money into. Therefore, it is essential to ensure your website is working efficiently for your business.
You Can Only Manage What you can Measure
To ensure that your time and money has been well spent, it becomes essential to have web analytics running on your site. Web analytics will measure your efforts and will allow you to thoroughly understand how effectively you are achieving your defined goals (or key performance indicators). More specifically, there is key information that can be uncovered like your overall visitor stats, the most visited pages on your site, your top performing keywords, etc… These key figures and others will guide you in determining the effectiveness of your site, therefore, allowing you to manage what is working well, and where adjustments may be required to optimize performance and achieve a return to your bottom line.
Many business may currently be using web analytics on their site, which is a good start. If so, are you able to make sense of the data your web analytics tool is giving you? The potential of this data in very significant, but for many individuals it may also seem like just another mountain of data to complicated and overwhelming to make sense of. This confusion is not uncommon, especially if you do not have previous experience in analyzing this type of information.
Over Analysis can be just as Harmful as no Analysis
Many businesses tend to over analyze the data, and the sheer quantity of information can lead to no decisions being made at all. Let WSI organize and present the data in a user friendly format that will make sense, reduce the time involved in the decision making process, but more importantly improve your business’s online performance. Contact us for more information on web analytics.