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Analytics

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Web Analytics

Web analytics are the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web site usage.

There are two categories of web analytics; off-site and on-site web analytics.

Off-site web analytics refers to web measurement and analysis irrespective of whether you own or maintain a website. It includes the measurement of a website's potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.

On-site web analytics measure a visitor's journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign's audience response.

So What Does this Mean For Me?

Having the right analytics tools, will help you understand where you are having success, and where you need to put in more work. The StoresOnline software suite has a comprehensive set of analytics tools that allow you to measure your performance. We offer a rich environment for tracking and trending key performance indicators. Close attention to these tools, allows users to adapt and test audience response. Driving traffic is the first step, but conversion from a visitor to a buyer is where you need to keep your eye on the ball. StoreOnline's eCommerce suite provides the complete and comprehensive metrics package.

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Are you a marketer in the enviable position of adding staff this year? You might find it easier to attract those talented personnel who have lost jobs at other companies, or are looking for the security of a staff position over a consulting role.

Insight #5. Focus on low-cost, high-return tactics, but don’t overlook the basics.

This bubble chart compares the reported effectiveness of specific lead generation tactics with their estimated cost per lead. The 'Y' axis shows the percentage of marketers who said a tactic makes a major and significant contribution to lead generation. The 'X' axis displays the estimated cost per lead of each tactic. The size of each bubble represents the percentage of marketers who engage in each tactic.

Pay close attention to the cluster of bubbles in the upper left portion of the chart. Most marketers cite these tactics as major contributors of leads with some of the lowest estimated costs per lead:

House email
SEO
Traditional content
Word-of-mouth/viral marketing

The rankings are based on marketers’ past activities. The four tactics cited above represent what has worked well for marketers in the past. Except for word-of-mouth/viral marketing, they are classic tactics familiar to most marketers.

Sales cycles are expanding and prospects are becoming more wary of traditional marketing messages. So, well-timed, RELEVANT content to social networks and Web 2.0 channels can keep prospects engaged with your brand and show that you understand prospects’ needs and interests.

Likewise, don’t entirely discount print advertising’s role. Print campaigns tend to focus on branding, so it’s not surprising that ads alone don’t directly constitute a major source of leads. Branding campaigns, however, can create higher awareness that improves the effectiveness and trustworthiness of your lead gen efforts.

With budgets under scrutiny, many marketers are choosing to cut back on advertising spending. As a result, brand impressions may be cheaper to acquire than in previous years. So, consider whether a well-designed, well-placed branding campaign can play a cost-effective supporting role for your 2009 lead generation efforts.

StoresOnline’s mission is to provide education and training so, if you’re feeling overwhelmed, let us help you!