Nothing smells better than sizzling analytics.
According to Wikipedia, the Web was invented in 1989. It’s been around for only two short decades, but can we even imagine a world without it? Not really.
If you’re a business you should have a Web site. Not having a Web site is like not having business cards. But you can’t just slap up an online brochure. You need a Web site that actually supports a specific marketing objective. Why marketing? Because your Web site is one of the most powerful tools you can use to not only spread the word about your business, but it can also make a big dent in your bottom line.
In conjunction with your other marketing efforts – direct mail, print ads, broadcast – your Web site can gather together a significant amount of leads that have a higher probability of conversion than any other medium.
Take a look at your Web site. Does it support your marketing objectives? Is there a clear path for your visitor to follow? Do your analytics reports track high traffic but low conversions?
If your visitors aren’t poking around your site, there a few things you’ll need to do:
1. Ensure that you always have the most up-to-date content on your site. If you’ve got a new promotion in place, put it front and center on your site so it can’t be missed.
2. Test out some keywords that you think are relevant to your business. When you type them into search engines, does your business come up in the search results organically? Integrate search engine marketing (SEM) into your overall marketing plan.
3. Look at your Web site’s navigation menu. Is it easy to find important information with a click or two? Use drop-down menus to organize sections more easily and add a breadcrumb trail to your pages.
The trick isn’t mastering how to get people to your site. It’s getting them to do what you want them to when they get there that matters most.
(Photo from blogchef.net)
