Once your website is effectively incorporated into advertising, public relations, and search engine's comprehensive marketing plan, you want to be able to detect execution effects to understand whether your marketing plan is feasible. Marketing people are looking for better marketing activities.
A good way to evaluate the return of your website log information, analyze the traffic, and find the clues of user behavior. By analyzing user behavior information, you can adjust the site, better serve customer service, and enhance your income.
This is important to know where your website visitors come from and what they like and dislike. Flow analysis can provide information on marketing effects in two important areas:
(1) Improve the website and let more visitors become your customers;
(2) Improve your marketing activities to get a better return on investment (ROI).
analysis
The wonderful network marketing is that your website can collect all visitors' behavioral information. You can find all the information you need on your website log to improve your marketing strategy.
The best marketing activities should be designed to be monitored, analyzed, and can be continuously improved. The problem is that most non-professionals don't know how to analyze the information obtained, and what measures take. I want to know what to monitor, and why do you have to do these monitoring, not easy.
Traffic analysis information
Website logs provide user traffic dynamic information. The analysis website log will allow you to know how to browse your website. You can collect the following basic information:
· Total page browsing
· Daily access to the number of visits
· Number of individual visits per hour
· Total visit
· The number of first visits
· Repeat the number of visitors
· Repeated visitors daily
Look at the average situation, such as:
· Each visitor's average page browsing number
· Each visitors average number of visits
· Average access time length
· The number of average pages per hour is accessed within the date
· The number of separate visits per hour within the day
· The da hours average number of visits
The e-commerce website obtains the following evaluation statistics:
· Total income
· Total orders
· Total number of shops alone
· The most active and most active time period
· Shopping Cart Abandonment Rate
· The first visit to the shopping person
· Repeat visitors into the situation of shoppers
· Shopper browser usage
All these original information exist in your website log, but if you do not use the website traffic analysis tool, it will be difficult to organize these materials. NetiQ's WebTrends is a very popular analysis tool, and the above information is extracted from the top 10 statistics executed by the software. Other traffic analysis tools can also be found in Download.com, including some low-end tools such as Hitbox, Livestats, Urchin, and many features advanced high-end tools.
Improve the website to improve visitor's customer conversion
You need to monitor something, accordingly, what is the website for improvement? This depends on the nature of your website, depending on whether it is a e-commerce website that sells products or services, is a content website that is published in the media or a pure information website. Every website has a special goal. To determine how much attraction is your website, and the best way to return visitors to customers, achieving this goal, is to clear all the reasons why you might let visitors access your, such as doing the following work:
• Try to collect depth information about products / services
· Find the email address or contact questions about product / service via phone
· Order products / services
· Compare products / services pricing
· Check the situation of the product / service
· Get more information or intelligence about the ordering products
· Find customer service help
· Report online form or shopping cart fault
· Registration Subscribe News, New Product Information, Marketing Booklet, White Page, etc.
· Research Next Generation Product
· Join an online community
· Read news headline, industry news, business articles, etc.
· Study an accessories information for purchasing products / services
· Check new products
· Maintenance of the failure of product / service
Once you can see why users visiting your website, you can set the activities they want to do for visitors, and track their whereabouts in the website, and determine if you succeed in achieving your goals.
If you guide them to subscribe to the free news mail, and they don't have to register, you need to find what is the reason. You may ask for too much information; fill in the table may be not friendly or defective; perhaps your description is not compelling. It is clear that all necessary measures are taken to improve.
Path Browsing Analysis provides you with information, you can make browsing more convenient, adjust or delete some content to cater to customers. These changes can improve customer conversion and enhance customer satisfaction.
Evaluation activity
You can use several means to analyze your marketing activity. Each company has a different goal, and thus, its key effect test means is also different. Here are 6 basic methods, you can use to assess the effect of any marketing activity.
· Visitors Total - your website visits
· Registration Behavior Total - Total number of registered accessers in the website. Various registration depends on your different purposes. It may be registered to get news mail, or purchase a product or service, register a forum, or order a paid service, and so on.
· The cost of each registration activity - the cost that is required to generate a registration behavior. Its measurement is through the number of registration activities in addition to the total registration activity.
· Customer conversion rate - this is the ratio of separate visits to complete registration activities. Its measurement is the number of total registered by total visitor.
· Total income - total income produced by specialized activities.
· Return of return on investment - minus total cost from total revenue, and then divide the return on investment in each activity in addition to total cost.
Once you define the price of your activities, you can use visitors to analyze your marketing information or various services. If you want to know if your search engine marketing method is valid, you can compare various strategies:
· Website analysis and optimization
· Foreign development
· Link Strategy
· Paying items
· Payment ranking
· Manual login search engine (Inktomi, Google, Lycos, Altavista)
· Manually log in to the search engine (Yahoo!, Open Directory Project, Looksmart)
You may find that the payment rank will be less effective over time, you can take the rules from the payment project, and take manual login. By using the website analysis, you can turn more visitors to your customers, reduce costs, and get higher return on investment.
