With the start of the new year, it is a natural time to take a look at your web site(s) and see what’s working and what’s not.
How can you figure out what’s working? Some items are no-brainers – if you sell products directly via your web site, you can track your sales figures from the web site. If you use unique telephone numbers or emails, you can track how many prospects contacted you after being on your web site. And, if you have the time and inclination, your web site host probably has some rudimentary statistics about your site available to you.
How do you know what’s not working then? The answers to this question can be a lot less obvious. This is where real analytics vs. simple reporting really makes a difference. Simple reporting will tell you your total traffic numbers, the top keywords searchers used who reached your site, the top referrers and entry and exit pages too. All of these baseline stats are important, but they are really only the tip of the iceberg when it comes to information your web site can provide that will help you make better business decisions.
How can you make your site’s data work harder? It starts with a plan and even more obviously, a goal or set of specific goals for your site. How do you define a successful visit to your site? What methods are you using and what types of reports have you created (or had created for you by a pro) to help you track, adapt and refine your web offerings? If you use you web site for anything more than simple credibility, you should seriously consider some more in depth reporting for your site. Today’s more advanced web analytics and traffic reporting tools offer virtually unlimited reporting capabilities that can help you to put time, energy and money into the parts of your business that are resonating with customers and decrease focus on those that are less attractive to them as well.
No time the the present. It is never too late to start using your web site more effectively. Add web traffic analysis to your 2010 goals. A little time and money invested in monitoring your site traffic and user behavior on your site can produce great results.
What are you waiting for?