Great Content, Excellent Promotion, Where’s The Analytics?
For the sake of this post, let’s assume the word ‘promotion’ covers every aspect of promotion your site, including SEO, SEM, or any other form of advertising/marketing. Let us also assume you have put together a pretty good campaign to promote your site and you have fairly good content on the site. Question – do you also have a good analytics program to match?
I was presented with a similar problem recently – the site owner thought their content was good, their design good, and their promotional activities good. The problem was, no sales – none whatsoever. My first question was, let’s have a look at your analytics and see where the traffic is coming from, which pages they are landing on, and where they are going. The blank look I received back suggested there was no analytics package in place.
If you are serious about your web site then you must have an analytics package measuring the events on your site. Whether it is a free version like that offered by Google, or an expensive paid package, spend some time gaining an understanding of the data supplied and the limitations of that data – even the best statistical packages have their limitations.
Once you have a fair understanding of your statistics you can start to tweak your web site. Only perform small tweaks and with each tweak, watch the statistics. If numbers fall, undo the tweak. If things improve or stay the same, move on to the next tweak.
If your site is under performing the last thing you want is to make mass changes – if things get worse, you will have no idea which change caused the problem. Use your analytics package to guide your actions and over time you will find your site and your sales benefiting.
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