5. Measure, Monitor and Make Changes
Make sure that you have access to meaningful Web visitor statistics and you assign someone to looking at them every month who is capable of interpreting them to your advantage.
The visitor statistics available from most ISPs often give a lot of data but little information. Make sure you understand the difference between server-side and client-side statistics. WCR provides superior visitor statistics (see online demo) as part of every Web marketing plan. Your visitor stats should show as a minimum:
- Real time statistics 24X7 (ie including todays stats)
- Unique IP visits and Page views
- Click paths, entry and exit pages
- Full lists of page names viewed by selectable time period
- Monthly, Weekly and selected range trends
- Search Engine Visitor Trends
- Search Engine Keywords by Search Engine
- Search Engine Referral Monthly and selected period trends
- Full list of referrer sites
- Ability to exclude searchbot and other unwanted data
Finally, there is no substitute for a periodic custom written summary report in plain english from a Web Marketing specialist, with suggestions to improve visitor behaviour. WCR can provide this service for busy executives who do not have the time to agonise over the detail. And WCR is there to make things happen!
So, to recap:
- Set Your Internet Goals
- Analyse the Competition
- Devise a Marketing Plan
- Implement Your Site and Marketing Plan
- Measure, Monitor and Make Changes