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Use Web Site Analytics and ROI Tracking to Fuel Your Success
In order to ensure your marketing investment is really an investment and not a money pit you need to identify your success metrics and find a way to measure them.
What do you want to achieve?
Chances are you're looking to increase sales, paid subscriptions, or affiliate revenue, increase the size of your mailing list, generate leads, or simply generate more page views to sell more advertising. Any action you want your visitors to take on your website is a conversion event. Generating sales of leads are probably our most desirable conversion events, however, there may be other incremental conversion events along the way.
What are your conversion events?
Each and every conversion event on your web site can be measured in terms of a key activity on your website. Most often this will be a specific page view. Does a customer view a conformation page after placing an order or requesting more information? Does your visitor see a thank-you page after signing up for your newsletter?
When you build your website you need to identify the pages on your site that when viewed represent desirable customer behavior. When you can associate a page view with an action you have a way to measure your success.
What kind of tracking tool(s) do you need?
You need to ask yourself how much analyses is necessary, what you are going to do with the data once you collect it and how you will act on it. Do you want to:
You don't have to break the bank
There is no single best web analytics tool for site. Prices and functionality are all over the map. You can spend from $30.00 to $10,000+ per month on web analytics and pay per click advertising management tools. To find your perfect analytics solution, explore one of the following categories.
Any and all of these tool and services will help you make more efficient use of your time and money and improve your return on investment.
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