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If you are with a marketing firm, ask them to justify
what you are paying them. What’s the ROI? Ask them to prove
the value of their service. Anyone can report on page rankings and
keywords but does any of what they are telling you translate into
traffic, or more importantly leads or sales? You can not tell how
effective your web site’s traffic has been without proper
analytic reporting. If your leads are not converting then you are
wasting your money. A good analytics package will show you valuable
information about how well your site converts visitors into sales,
what parts of your site need help, and many other things outlined
below:
Unique Visitor Tracking:
This lets you know how many people are coming to your site a day,
which pages in your site they are viewing and weather or not these
people have been to your site before.
Visitor Segment Performance:
Here you will find out which search engine people are using to get
to your site and which keywords are most popular. You will also
find out geographical information, what language your visitors speak
and who their network providers are.
Marketing Campaign Results:
You can’t run successful campaigns if you do not know how
many people are “converting”. Here you will find your
conversion rate as well as your ROI.
Search Engine Marketing:
Monitoring your cost per clicks, keywords conversions and keyword
positions will give you insight on to how well your campaign is
doing and what changes you need to make.
Ad Version Testing:
Monitoring which ads are driving people to your site is very important
so you know which ads to run and which ads to change.
Content Performance:
Knowing how long someone stays on your site and how many pages they
view will let you know if the information you provide is relevant
to your ads and your keyword selections.
Navigational Analysis:
You can find out where people enter your site from and how they
exit letting you know if the flow of your site is consistent and
user friendly.
Goals & Funnel Process:
Setting goals for your visitors will allow you to measure your progress
and overall pay per click as well as organic marketing efforts.
* With MasterLink's Analytics solutions you will be able to track
your organic marketing efforts against your pay per click campaigns
to make sure that both are driving the proper traffic and know which
terms have the most value to your business.
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