The goal of any web presence should be to improve the business as a whole and complement its offline marketing and sales efforts. In other words, to help it achieve maximum profitability. In order to do this, your online strategy must: Drive targeted traffic to your site, persuade site visitors to take the desired actions you want them to take, and use Web metrics to analyze and measure user behavior. Performing these objectives correctly will ensure that you have an effective marketing campaign and increased sales for your business.
Driving targeted traffic begins with a search engine marketing (SEM) campaign including pay-per-click advertising (PPC) and a search engine optimization (SEO) strategy. It’s important to determine which keywords are worth pursuing in your PPC and SEO efforts. Determine how frequently each phrase is searched for, and evaluate which are feasible enough to put efforts into by checking how steep the competition is. Make your selections and test them out in your PPC and SEO campaigns Researching and selecting effective keywords is extremely important. Be sure to select keywords that your target market would use to find you.
With web metrics and analysis in place, you will be able to tell where people are coming from, what keywords they used to find you, and whether they are taking the desired actions on your site. If the wrong keywords are chosen, you may find that you have high rankings, but the wrong audience is visiting. Whether you are selling a product or service, obtaining newsletter subscribers, or enticing people to download a software demo, your ultimate goal is getting your site visitors to take a desired action. In order to do this you must have a compelling site that draws the visitor in, and then guides them to the goal. Design and site architecture factors such as usability, navigation, content, and ad copy all come into play here.
The key is to monitor how well these factors work at persuading your visitors into taking action. With web metrics you can monitor everything and see what’s working and what’s not. Armed with this knowledge, you can make the appropriate changes to your site; continue monitoring, and repeat the process until you get an increase in the desired outcome.
The area of web metrics and analysis is new and evolving. Compared to traditional offline marketing, the Internet provides an unparalleled opportunity to specifically measure how a customer interacts with a business. Web metrics and analysis will help you to monitor and improve objectives. This is done by paying close attention to where visitors are coming from, learning what keywords were used to find your site, seeing how they navigated through it, and what actions they took along the way. This information becomes a powerful tool in growing your business.