Web marketing is easy - put your web address on absolutely everything that will ever come in contact with a customer, prospective customer, or someone you hope may one day be a customer. Yet, how many times have you come across business advertising and marketing that omits a company's web address?
This is the final post in the four part series: Why do I Have a Business Website and How is it Doing? The first post expressed the importance of defining clear goals for your website, the second post showed you how to assign a dollar value to those website goals, the third post explained how to create Key Performance Indicators (KPI's) to measure the performance of these website goals, and this final post will show you how to organize and look at these KPI's to make real data-driven decisions.
I was playing outside with my son Jacob this weekend, and made an interesting observation. He was running back and forth from the yard to the garage, pulling out a different toy each time. He'd take out the soccer net, and before I could get out the soccer ball he was on to the next toy. I'd come up with a game to play with the new toy, and he'd already be on to the next. It dawned upon me that the challenge of keeping his attention long enough to get into a game is the same challenge faced when trying to get website visitors to reach your targeted message.
Once you know what your website goals are and you have defined how much each goal is worth, the next step is to measure how well your business website is actually performing in getting visitors to complete the desired goals. To effectively measure your website performance, it is important to create and understand some Key Performance Indicators (KPI's).
Take a few minutes and think of how many invoices a business receives every month. Telephone billings, utilities, and vendor bills are probably just examples of what you receive. Each invoice arrives in an envelope; each envelope contains an invoice, many include a return envelope for payment, which requires a check and also a stamp.
