Connect Web Site Data To Business Objectives
Your company wants to do one of these four things:
- Increase market share
- Increase customer retention
- Improve the company’s brand image
- Improve the company’s product or service quality
Your Web Site maps your prospect’s interests. Match their interests to Key Performance Indicators (KPIs) and you have a Web Site that provides business intelligence.
Which Website metrics matter to you depends on your overall marketing goals.
Option 1: Lead Generation Metrics
If your purpose is to collect leads, you need to optimize your site for conversion.
- Cost per Lead – A leading indicator of marketing costs.
- Conversion Rate – A measure the performance of your campaigns.
- Traffic Concentration – Compares the search traffic for different pages on your Web Site.
Option 2: Customer Service Metrics
Service Web sites focus on brand value. Performance is measured by customer satisfaction.
- Content Depth – How much value does your content provide?
- % of Repeat Visitors – Indicates on-going interest.
- Visitor Loyalty – How often do they return or mention your Web site?
Know more of what your competition is up to.
In-depth Website analysis lets you to catch wind of what is happening in your industry by:
- Drilling down into one category to see overall trends.
- Uncovering the fastest rising search terms to optimize your online and traditional marketing efforts.
- Understanding how to set your brand apart from your rivals.
Avoid strategic missteps and costly errors. Turn Website behavior into your competitive advantage.