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Evaluating
Web Site Performance
(C) Michael Rasmussen
All Rights Reserved
http://www.search-engines-revealed.com
Setting up a website is the very first step of an Internet marketing
campaign, and the success or failure of your site depends greatly on how
specifically you have defined your website goals. If you don't know what
you want your site to accomplish, it will most likely fail to accomplish
anything. Without goals to guide you in developing and monitoring your
website, all your site will be is an online announcement that you are in
business.
If you expect your site to stimulate some form of action, whether it is
visitors filling out a form so a representative can contact them, or
purchasing a product, there are steps you can take to insure that your
website is functioning at peak efficiency. One of the first indicators of
how well your site is working for you is finding out the number of
visitors in a given period of time. A good baseline measurement is a month
in which you haven't been doing any unusual offline promotional
activities.
However, just because hoards of people have passed through your gates does
not mean your site is successful. Usually, you want those visitors to
actually do something there. It is equally important to monitor the number
of visitors to your site who made a purchase. This figure is called the
site conversion rate, and it is an essential element of the efficacy of
your website. To find the site conversion rate, take the number of
visitors per month and figure out the percentage of them that actually
performed the action your site is set up for. For example, if you had
2,000 hits to your site, but only 25 of them purchased your product, your
site conversion rate equals 1.25%. To get this figure, take your number of
visitors and divide that figure by the number of visitors who made a
purchase. Then divide that result by 100 (25 ÷ 2000 X 100).
If your website is set-up to get visitors to fill out a form, make sure to
then figure out what the difference is between your site conversion rate
and your sales conversion rate. This is because not everyone who fills out
your form will actually become your customer. However, whether your site
is set-up to sell a service or product, or to get the visitor to fill out
a form, the site conversion rate will measure the success or failure of
your website whenever you make changes to the site.
You may find that you need to implement some additional marketing
strategies if you find that traffic to your site is extremely low. There
are several effective methods to improve the flow of traffic to your
website, particularly launching a search engine optimization campaign.
This campaign is targeted at increasing your position in search engine
results so that consumers can find your pages faster and easier. You can
either research the steps you need to take to improve your search engine
rankings, or employ a search engine optimization company to do the work
for you. In either case, after your have improved your search engine
positions, make sure you keep on top of them by regular monitoring and
adjusting of your efforts to maintain high positions.
Another factor to examine is how easy it is for a visitor to your website
to accomplish the action the site is set-up for. For example, if your goal
is for the visitor to fill out a form, is this form easily accessible, or
does the visitor have to go through four levels to get to it? If it's too
difficult to get to, the customer may just throw in the towel and move on
to another site. Make sure your buttons are highly visible, and the path
to your form or ordering page quickly accessible.
Finally, have a professional evaluate the copy on your website. The goal
is, of course, to get your visitor to make a purchase or fill out your
form. Website copy must be specifically geared to your online campaign and
not just a cut and paste job from your company brochure. The right copy
can make the difference between profit and loss in your online campaign.
Michael Rasmussen is a successful Internet Marketing Consultant and author
of many top-selling eBooks. Michael has been marketing online since the
early days and he knows what it takes to make money and succeed online.
Stop by his Web site and subscribe to his Free monthly newsletter full
strategies and techniques for successful web site promotions that can help
YOU!
Go to http://www.search-engines-revealed.com |
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