Do you know who is visiting your website?
Wednesday 01 July 2009
TAGS: In the press
As reported in: FreshBusinessThinking.com
A corporate website is an essential marketing tool for new and existing businesses wanting to raise awareness of their products and services. Eighty per cent of businesses in the UK now have a company website, but how many businesses actually understand how it’s working for them and where their website traffic is coming from?
Steven Underwood, Head of Client Services at online marketing agency Silverbean asks ‘Do you know who is visiting your website?’ and highlights ways businesses can learn more about the origin of their website traffic and their potential customers , so you can target their online marketing campaigns more effectively.
When starting out, businesses increasingly feel the pressure to invest in a website in order to have a presence online, but many small business owners end up feeling frustrated as they struggle to understand who is looking at their website, what they are looking at and how many of these visitors convert into actual sales for their business.
A website can be a costly investment, particularly in the current financial climate, so it’s understandable that people want to see direct results that show what’s working and what’s not, so they can review their online marketing budgets and adjust their spend accordingly.
Unbeknown to many business owners there are software ‘analytics’ packages available that can provide a detailed understanding of where their website visitors come from and how they interact with their site, as well as more advanced features such as customised reports, campaign comparison, geotargeting and adwords integration..
Here are some ways an analytics package could work for you:
Advanced Segmentation
An analytics package will allow you to analyse subsections of your traffic such as "Paid Traffic" and "Visits with Conversions".
Custom Reports
You can create, save, and edit custom reports that present the information you want to see organised, in the way you want to see it.
Keyword and Campaign Comparison
An analytics package can also let you track and compare all ads, email newsletters, affiliate campaigns, referrals, paid links, and keywords on Google and other search engines.
AdWords Integration
If you buy keywords on Google AdWords you can use Google Analytics to learn which keywords are most profitable for your business.
Internal Site Search
Analytics packages can provide detailed information about how your visitors search your site, what they look for, and where they end up.
Benchmarking
The benchmarking feature allows you ind out how their site usage results compares with competitors whilst preserving the confidentiality of data.
Ecommerce Tracking
This feature allows e-commerce businesses to trace transactions to campaigns and keywords, get information about customer loyalty and identify revenue sources.
Funnel Visualisation
This enables you to see which pages of your website result in lost conversions and where potential customers go.
GeoTargeting
You can also find out where your visitors come from and identify your most lucrative geographic markets.
Software analytics packages can offer a comprehensive opportunity for businesses to gain a stronger return on investment from their website and their online marketing campaigns by providing detailed reporting information about their site.
Silverbean would like to offer businesses the opportunity to optimise the performance of their website, by setting them up on a software analytics package for free.
At Silverbean we understand the true value a software analytics package can offer a website owner and by utilising the reporting statistics such packages provide, website owners can make a real difference to the way their business performs online.
To provide an example of the power of the information software analytics packages can provide, Silverbean has recently undertaken a project with a leading UK mobile phone company and by utilising the reporting statistics provided by an analytics package, together with our knowledge of website usability, we have increased the sales through the client’s website by 30% within the first month of our recommendations being implemented.
Silverbean is an award winning digital marketing agency based at the Hoults Estate in Newcastle Upon Tyne that provides a range of specialist marketing services designed to help brands and businesses generate more leads, more customers and more sales online.
Steven Underwood is Head of Client Services at Silverbean. If you have any questions or would like to discuss how Silverbean can help you achieve your online marketing objectives through good usability; please contact Steve using one of the following.
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