The success of any website or internet marketing campaign depends on the ability to monitor traffic and analyse your visitor’s behaviour. You can keep track on how much traffic that banner advert has provided, is that information rich resource that we spent so much time writing actually being used!. As a website is now usually at the hub of a marketing campaign with your offline advertising driving people to your website you can even evidence the success of your off line activity – how did traffic increase after that ad in the Sunday papers?
Website Statistics and analytics give you the intelligence to evidence what activities work and what don’t and most importantly make changes to your marketing campaigns accordingly.
Basic website statistics and analytics will show your traffic volumes, where that traffic came from, how they found you (ie what did they type into that search engine?) and what parts of your site are most accessed as a consequence. No website should be with out this level of analytics – but increasingly marketers are asking more of their analytics. You can get the heads up on your existing customers and potential new customers by linking that persons traffic to that their details in your CRM. What would you do with the knowledge of how many times someone has been to your site and what they have looked at when they phone you up for the first time?
In addition to analytics reported directly from your web traffic there is also the business intelligence gained by looking at your competitors, monitoring your position against theirs in the rankings, checking out what they are doing on the web; who is linking to them and who are they linking to, should you be running an adwords campaign just because they are? – all important considerations for maintaining your market share.