Web Analytics
In any kind of marketing it’s crucial to monitor the performance of your various campaigns. You can’t control what you can’t measure. Without quantitative information, you don’t know what’s working and what’s not and so can’t see where you could make improvements.
Web analytics is above analysing data coming from your website usage and your online advertising to provide quantitative information about the performance of your complete online selling process and each individual aspect of it.
Some questions that web analytics can answer for you:
- Are visitors really engaging with your site?
- Which of your web pages may be putting-off potential customers?
- What are you web site conversion rates?
- By what different means do visitors find your site?
- Do visitors arriving from different sources behave in the same way once at your site?
- Are visitors from your paid advertising more or less likely to buy than other visitors
- Which site adverts or PPC keywords are performing best for you?
- Which form of advertising is providing the best return on investment?
In answering these types of questions web analytics lets you see where you can improve and tells you whether your changes are producing the desired effects. This means that you can do controlled experimentation to test one alternative against another. This in turn allows you to optimise you’re entire online strategy in a controlled and measured way.
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