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Internet Marketing - Measuring Results with Web Metrics
How Does Your Internet Marketing
Measure Up?
[
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about social bookmarking
]
 Do
you REALLY know how your Web site is performing?
Do you really know where your Web site visitors are
coming from? What search engines are people using? What
keywords are they using to find you? What is your "Return
on Investment" on your pay-per-click campaigns
It's a lot easier to measure your Web site's success
if you know the score. The good news is that there are
tools that can help you identify what is working and
what isn't with your site.
How and what do you need to measure?
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What to measure or track? |
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QUANTITY
Track
the quantity of visitors to your site.
I pay attention to the following qualitative
results.
Unique visits: A
single user that has not visited your
website before, based on hostname or
numerical IP address.
Average
time of site: How long do visitors
spend on your site?
Average page
views per visitor: How many pages
did your visitors view per visit?
Pages with Most Visitors: What
pages are getting traffic and what pages
aren't?
Geographic Origin:
What continent, country or state are
visitors coming from?
Overview
Research indicates
that most visitors typically won't get
any further than your front page.
You typically have 5 to 10 seconds to
convince your visitors to continue viewing
your Web site. The longer people
stay on your site and the more pages
they view, the better chance you have
to achieve your objectives... whether
that's delivering good and relevant
information, building a relationship
with e-mail subscription or other tactic,
or selling them something directly on-line
or over the phone.
Tracking software allows you to measure
whether your Web site updates and marketing
efforts are increasing visits and average
time visitors spend at your site.
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REFERRALS
What search engines, pay-per-click /
ad campaigns or Web sites are driving
traffic to your Web site?Search
engines & Directories: Google, MSN
and Yahoo are the world's most popular
search engines. Are they driving traffic
to your Web site?
Pay-per-Click
Campaigns: We use various tools
to track "return on investment" for
paid marketing initiatives.
E-mail,
Banners, Ad Campaigns: What marketing
initiatives are working and what aren't?
Overview
Each referrer
can have unique visitor behaviour. For
example, the keywords, length of time
visited, page views per visit, pages
visited, etc can be quite different
for visitors referred from Google vs.
Yahoo. Building, maintaining and marketing
your Web site with this information
in mind is a powerful tool to increasing
effectiveness.
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VISITOR BEHAVIOUR
What traffic patterns do visitors use
to wind their way through your Web site?
Are there patterns that you can identify
in regards to the path visitors use
to navigate your site?Entry and
Exit pages: What pages do visitors
enter and exit your Web site.
Next page: Where do visitors go
next?
Traffic Paths: What
routes are visitors using to get to
your e-commerce section, newsletter
subscribe page, or reservations section?
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SEARCH ENGINE RANKINGS
Where do you rank for specific keywords
or key phrases with various search engines
or directories?
Robot Traffic: Search engines
use "robots" (software that collects
data on your Web site) to determine
how and where your Web site gets ranked.
Knowing if and when search engines are
indexing your Web site can be extremely
helpful.
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| Having the
ability to track traffic effectively
allows you to measure success or lack
of it - whether you use this information
to build, market or maintain your Internet
presence. |
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What to do with these results? |
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Ahhh... here's the art
and science of Web marketing. Good search
engine marketers can take this information
and tweak your Web site and plan / implement
a marketing program using good data.
The short answer to this question is:
- Know the fundamentals of search
engine marketing.
- Build and maintain your site
using best practices. Reading other
articles in this series is a good
review.
- Monitor the results using tactics
noted above.
- Maintain or tweak your site,
and continue to monitor the results
again.
- Keep abreast of events and changes
in the world of search engine marketing.
- Go with what works and stay
away from what doesn't.
- Consult a proven Web marketing
firm - like Custom Fit Online Solutions
- for best results!
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Feel free to contact
us to arrange a FREE no-hassle consultation
or more information about these tactics. We'll help
you plan a custom-built Web marketing program that builds
Web site credibility, relationships and revenues!
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LEARN MORE:
WHITE
PAPER - How to Choose the Right Search Marketing Consultant
3 Ways to Supercharge
Your Website Results
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Web Metrics
How do you track your Web site's
results?