The first thing that comes to one's mind after creating a website is the number of visitors that it can generate. More important is the fact that these visitors become customers or lead subscribers. The goal should be in understanding the behavior of website customers. Our viewpoint should be in creating a lucrative occurrence on the web, and finding out how to convert these visitors into loyal customers. Web Analytics is the study of data on web traffic that is collected, and aspects of the website that work towards generating more business, which are planned and implemented.

What is Web Analytics?

Web Analytics programs and Web stats are premeditated to recognize the behavior of your website visitors, and convert them into genuine customers. These programs help gather valuable information to perk up your website's success on the Internet. An example would be which landing pages in a website that hold the customers' attention and entice them to make a purchase, subscribe or complete a lead form. Typically the data collected includes:

1. Web traffic reports;
2. E-mail response rates;
3. Direct mail campaign data;
4. Sales and lead information;
5. User performance data, for example click heat mapping;
6. Bounce Rate;
7. Other custom financial and non-financial metrics.

Identifying Important Web Metrics

Key Performance Indicators are set usually at the beginning of tracking, and the above data is compared against those parameters to study the response of the customers and improve Internet Marketing.

So, what do we mean by Key Performance Indicators (KPI)? Fiscal and non-fiscal metrics used to measure the goals to replicate premeditated performance of an organization are KPIs. The present state of the internet business is reviewed and necessary (primary) measures are set. The process of scrutinizing KPIs in the actual business is called business activity monitoring. The advantages of leadership development, appointment, service, and approval are measured and valued by KPIs. In short KPIs work hand-in-hand with an organization's strategy.

KPIs are exclusive to a company according to their strategies. A software company should consider the marketing capacity of its software products, while a Hardware based company might consider the percentage of income from the purchase of hardware by customers. KPIs help companies to calculate knowledge-based processes and measure organizational targets.

Regardless of your web analytics knowledge base, it is essential for an organization to at least identify its KPIs. The following are some areas where KPIs can be identified:

• Classify an apt business procedure;
• Set clear objectives/performance requirements for the business procedures;
• Measure qualitative and quantitative measurement of the results;
• Compare these measurements with the set objectives/goals;
• Explore inconsistencies and modifying processes or capital to achieve short-term goals.

Be smart and apply the acronym SMART when spotting and applying KPIs. SMART with reference to a KPI is being:

Specific
Measurable
Achievable
Result-oriented or Relevant
Time-bound

Need Help Getting Started With Web Analytics?

The Web Analytics Association (WAA) is a professional organization formed solely for Industry practitioners, dealers, consultants, educators, etc. They utilize markets, install and put into practice, consult and teach or train in the realm of Web Analytics. All organizations that enter into the field of Web Analytics are invited to represent and participate under the WAA. They are invited to:

• Help standardize terms, definitions, and best practices used by the entire industry;
• Control legislation that affects individuals and the Web Analytic industry as a whole;
• Reinforce professionalism in the whole business by pioneering and putting into practice training and certification programs;
• Promote common interests worldwide by bringing together Web Analytic experts, consultants, trainers, etc.

I have no doubt that web analytics will become the single, most important element to website internet marketing as awareness increases. Other webmaster's favorites such as SEO, SEM and advertising can only be thoroughly measured with analytic geometry.

Websites should be interactive and communicative. A web site design should be designed and crafted so that all categories of users – both surfers who are adept at searching websites, and those who are not Internet savvy can conveniently access them.

Design simple sites, which are easy to use and navigate. One of the most important factors in website design is making your website searchable for people and search engines. It is best to to make sure that your URL is search engine friendly before designing a website, so that no one will miss your URL in result pages (SERPS). Some visitors type your URL into search engines.

Try to make every search engine recognize your URL. When surfers type in keywords of your website, only those pages that have relevant description called the title tag are displayed, usually. There are also other "On and Off page" factors that will affect your ability to rank. Choose appropriate title tags; since these help search engines give proper depiction of your field. These relevant keywords that you are aiming at should be there in your title tag. Then visitors can reach your website easily with keywords that truly describe your site.

Your web pages should ideally work on any browser, preferably on current and earlier versions of both Netscape Navigator and Internet Explore and on both Windows and Macintosh Platforms. Design your web pages so that it does not require Java, Javascript, Flash, etc. that may not have been installed in all systems. If you are going to include any or all of these check your analytics data so you can see what your visitors are currently equipt with. Here are a few important analytical areas to look at when designing a website. All of these images are from the Google analytics interface.

Flash Versions

Allows you to make important decision based on video and images that will include using Flash. In this case you can see that 71.3% of our website visitors have the latest version of flash enabled. 

Java Support

A very small percentage of website visitors may have java disabled in their browser. This means that if your are using java on your site these visitors will not be able to utilize the functions intended for all visitors. In this case 98.89% of all visitors have Java enabled, so it would be a safe bet that you can use java programming for your visitors.

OS (Operating System)

Lets you see what OS your visitors are using. There are basically 2 main os’s used, Mac (Name OS X, panther, etc) or PC (windows). Each systems has a different way of presenting a website to you (browser). Other considerations are Linux, Playstation 3, ipod and sun OS. When you know what the majority of your visitors are using you can tailor make ideas when designing a website.

Screen Color Palette

Some website visitors do not have the full potential of the screen colors unlocked for whatever the reason. They may have a shortage of video memory or simply not know how to increase to 32 bit. Other current color options include 8 bit, 12 bit, 16 bit and 24 bit.

Screen Resolutions

One of the most commonly asked questions when designing a website is the canvas or screen size to base your design on. I can remember in the late 1990′s the standard was 640 X 480, then 600 X 800 and now with the valued insight of web analytics you can almost base your size on the majority of your visitors. See to it that it does not require a wide "window," since all screens are not large. Do not misuse "Images," and do not substitute text with images. Visitors with slower Internet connections and less powerful systems should also be able to use the site. Decorate your site with images, but do not overdo it! A professional touch is more important than just making a beautiful website. Expressive visual signs that visitors can understand should be used instead of a lot of color. Apply proper style sheet and place all HTML tags properly to make your site more usable and accessible. Your web pages must be functional for everyone irrespective of their preference settings. You should put enough text explanation and links to help your visitors interpret your website. Including the ALT tag code into any image code, allows visitors who cannot view images to read your page without difficulty. Your web site should be as backward compatible when possible. Use clear language, faultless documentation, and content that is intelligent to all. Avoid technical jargon, spelling or grammatical mistakes.

Good Manners When Designing a Website

Design fast-loading pages to make downloading faster for your visitor. The initial load of the HTML file should be kept to the minimum. Do not leave "white spaces" which amounts to one space on the surface of the page. Beware of HTML editors – they include a lot of duplicate code, which also increase the size of files.

Designing a Website for Speedy Load Time

Web pages must be cache-friendly – that can be cached, both by Internet or proxy cache and local cache. Static pages are faster and also allow pages to get cached. Try to avoid CGI or SSI on static pages. Use only small images and use them sparingly. Always welcome with open arm credible articles on designing a business website. Design pages that get displayed quickly – do not make the visitor wait for the page to display. Use traditional, straightforward formatting. This allows visitors to start reading while the page is being displayed. With this in mind the cost of creating and designing a website has a greater ROI. Using Full-page, multi-column table formatting and frames, takes time to be displayed. Frames are a non-preferred method for appealing to the Google bot. The page will seem to be stuck while the rest of the pages are being downloaded. Design transforming tables. Include enough information inside the diagram that can lure the attention of the visitor. If you wish to emphasize your text then present it in a tabular format. Provide a proper table to text convert in your website. Including the HEIGHT and WIDTH code for all images allows surfers to go through the page without waiting for the images to be downloaded completely.

Go ahead and build a navigable site, but do not increase the file size in doing so. The most popular and important pages should be fast and easy for the visitor to access. Having direct links to all your sub-pages from the main or Home page reduces the amount of clicking required to access pages. Ensure that every page has links back to your Home page. Visitors may be irritated if unwanted animations are placed on the page. Ensure you're your pages are clutter-free. These are primary examples of website mistakes made by the majority of webmasters at one time or another.

Physically challenged visitors should also be able to utilize your web site. Visually challenged visitors should be provided with speech synthesizers and font sizes and colors as well as making sure that all images are alt (alternate text) tagged. Speech synthesizers can't read images – they read only text. Only if the ALT tag code is included can they read text displayed as images.

Avoid Senseless Website Design Mistakes

The KISS (Keep it Simple Silly) Method

Design a simple, comprehensive main page that can be downloaded quickly which does not confuse your visitor. Do not use Multi-column pages cluttered with images and links. Your website should be attractive and artistically pleasing. Content should be brief and to the point to allow visitors simplicity of navigation and encourage them to visit the site again. Beware of duplicating content and over excessive keyword usage. Visitors may be annoyed if they have to wade and scroll through long and dull text. Short and imaginative pages are the most interesting, ones that communicate a visual message. Your visitors will appreciate the time you have taken to communicate clearly with highly descriptive graphics compared to the 20 mile long sales page. Presentation of the main and central theme should be clear and concise.

So Many Possible Web Site Mistakes?

Fonts and Readability

Your web pages should be simple, clear and should be easily read. Stylish font colors and backgrounds, which are not clear for reading, should not be used. Fonts play an important role while designing content. An apt choice of font can make your site more attractive and readable. You should be really careful before going for a specific font and consider using 2 fonts, one for content and one for headings.

Common HTML Website Mistakes

While coding in HTML you should always check the version you are using. If you use a specific version then it might not work in all browsers. Make sure that all versions work while viewing your page. Be clear while using abbreviations. Acronyms should be specified when they initially appear.

Visitors may not be familiar with embedded interfaces like applets; plugins, etc. When inserting them, ensure that proper user guidelines for these interfaces are provided in the web content. CSS (Cascade style sheet) can be used to update your site intermittently. CSS saves you a lot of time and this affects shorter download time to your web page. In order to get an inside look at what your visitors are capable of viewing you can refer to weblog applications such as AWSTATS or Google Analytics http://techwyse.com/blog/website-analytics/the-importance-of-web-analytics/

Top Official Bloopers that Visitors Do Not Like

Some users find Pop-ups irritating. They tend to take their attention away from the main topic and often scream a message too loudly. Go easy with Pop-ups and refrain from website mistakes that are annoying your precious visitors. Advertisements, promotions, or simple information come under these guest windows as Pop-ups. Try to design Pop-ups and hyperlinks in a proper manner so as to not distract the visitor.

Some Common Website Mistakes Found in Websites that Should be Rectified:

1. Hit Counters that display visitor statistics are unproductive. These do not present the actual number of visitors.
2. Special Effects and Applets, music or video played without warning may distract the visitor's concentration. Options to start and stop the player should be provided in these cases.
3. Do not disable the Right Click option – right click provides important functions, such as copy, bookmark, back, forward, print, and refresh.
4. Web Browser Choice: A disclaimer statement showing that the page can be viewed best on a specific browser appears on some websites. Horizontal Scrolling should be avoided as it makes it difficult to read the content in the page. The visitor may get irritated and leave the site.
5. Offering Free Email Address facilities for website or business correspondence can damage your website credibility. Business domain web services should be used for business correspondence.

Finally, make a rough layout before the design and development of your website. On finalizing, test your website before implementing it on the web. This helps in identifying problems that your users may face.

I. Introduction

Millions of people all over the world have access to information at their finger tips through the World Wide Web. This has paved the way for low costs in disseminating information to all those who need it. This in turn has elicited information quickly, and brought about instant response from buyers and sellers. Thus Internet Marketing is creating awareness of products and services online over the internet. This is a co-ordination of creative and technical aspects on the internet. An organization develops and promotes itself using online means of storing and disseminating data. It is not just a question of building or promoting websites. These websites in the background are growing and advancing online organizations with achievable goals.

The various ways of creating awareness techniques implemented for online advertising products and services through websites are as follows:

• Search Engine Promotion
• Display Advertisement
• E-mail Advertising
• Affiliate marketing
• Internet advertising
• Blog Promotions

The one great advantage of online advertising is consumers attain large amounts of information through the Internet. They can research products through the Internet on a global basis, and if satisfied can purchase or sell the required products at any time suitable for them. Unlike offline promoting, the consumer does not have to go to a particular shop personally and waste valuable time, purchasing the product and take it along with them. Home delivery is a great advantage in Internet Marketing too. To site an example, people on the lookout to buy or lease property need not go physically and search all over the city, town or countryside. All information can be found on the Internet on websites such as RealEstate.com. They can sift through them at their convenience, bring down their search criteria and go to the selected sites, which they have decided on.

II. The various types of Online Promotion:

1. Search Engine Marketing:

When websites need to be promoted so as to be more visible in the Search Engine result pages (Serps), Search Engine Marketing (SEM) is the best bet. The Search Engine Marketing Professionals Organization (SEMPO) includes Search Engine Optimization (SEO), paid placement, and paid inclusion as SEM methods. SEM according to The New York Times is the practice of purchasing paid search listings with the ultimate goal of obtaining better free search listings. The number of sites on the internet started increasing during 90's. Search Engines pioneered business models, such as pay-per-click programs to assist people in getting information.Yahoo.Com offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google started the Google AdWords program and offered advertisements on search results pages. For the record, in Pay-per-click you create ads; your ads appear on search engines like Google and publisher's sites to attract customers.

In 2001 Danny Sullivan, the editor-in-chief of Search Engine Land proposed the name “Search Engine Marketing, which include:

• Performing SEO;
• Managing paid listings at the search engines;
• Submitting sites to directories; and
• Developing online marketing strategies for businesses, organizations, and individuals.
• Viral Marketing

Statistics prove that in 2006, advertisers in North America spent US $9.4 billion on Search Engine Marketing – a 750% increase over 2002 and a 62% increase over 2005. SEM is progressing much faster than traditional advertising. Some of the prominent SEM vendors are Google AdWords, Yahoo! Search Marketing and Microsoft AdCenter.

2. Display Advertisement

Display advertisement is generally any kind of print advertisement other than a classified advertisement – an ad that stands alone as a window sign. They are usually several columns wide and contain pictures, color, and graphics. Display advertisements are submitted by the advertiser on a CD or disk in a standard file format such as InDesign, Illustrator, PageMaker, PhotoShop and Quark Xpress or in camera-ready form on paper. To sum it up display advertisement includes Advertising, Marketing & Sales, Printing, Packaging, & Publishing subjects.

The sale of third-party advertising on one or more screens is one of the more prominent business models for digital signage. Companies can face branding and logistical issues when trying to distribute co-operative advertising messages within a retail space, but for those businesses that can make it work, the sponsored model is a powerful way to monetize digital signs.

3. Email Marketing

With Email marketing, putting forth your message on the internet is easy, effective and affordable. It is fast, effective, and requires little technical expertise. It also helps in building up fast, long-standing relationships with customers, whetre it's buyers or sellers – You can attract your audience’s attention. Professional-looking emails can be created in a flash and your message gets across with great impact. Comparatively it is affordable and with an amount of $15 per month, Email Marketing can be part of your marketing mix. Email campaign Wizard, HTML Email templates, Email list management are all tools which can be utilized.

You can rely on these software programs to help create email campaigns and online surveys that help in building ever-lasting relationship with your Customers, Members, or Client Associations and Nonprofits. Email Marketing can be used in:

• Business and Professional Services
• Personal Services
• Recreation and Entertainment
• Religious Organizations
• Restaurants
• Retail
• Travel and Tourism

4. Affiliate Marketing

Using one site to drive traffic to another called Affiliate Marketing. In a web-based marketing procedure, when affiliate’s, through their marketing efforts, introduce or bring in a visitor or customer the business rewards them. The industry where myriad companies and individuals are performing this form of Internet Marketing, which includes affiliate networks, affiliate management companies and in-house affiliate managers, specialized 3rd party vendors, and various types of affiliates/publishers who promote the products and services of businesses/partners, is under Affiliate Marketing.

Since affiliates generally use regular advertising methods, Affiliate marketing works hand-in-hand with other Internet marketing methods to some degree. These Internet Marketing methods include online Search Engine Optimizing paid search engine marketing, email marketing and at times Display advertising.

Affiliates also do use less orthodox methods, such as publishing review of products or services offered by a partner.

Affiliate marketing is not rated that high in Internet Marketing, since search engines, e-mail and RSS attract online retailers more. But, affiliates still continue to play a significant role in the e-retailing marketing strategies.

5. Interactive Promotions

The use Interactive Promotions/Advertising is to provide interactive media to influence or coerce the consumer to buy products in an online (and offline) environment. The Internet, Interactive television, mobile devices (WAP & SMS), and kiosk-based terminals too are used in Interactive Marketing.

Especially in an e-commerce environment, Interactive Promotions/Advertising allows engagement with the consumer in a direct and personal way and affect a potential customer’s purchasing decisions.

6. Viral marketing is one of the most effective techniques of Interactive advertisements. This technique uses images, texts, web links, animations, audio/video clips etc. This procedure is routed from one user to another in a chain letter style, via email. Subservient Chicken, a campaign by the fast food “Burger King” and the “Have It Your Way”

Along with the internet Interactive advertisement industry including major advertising players. Smaller specialized ‘boutiques” and shopping malls are utilizing this methodology!

7. Blog Promotions

Blogs on an array of topics and are appearing everywhere on the Internet – from light-hearted personal Blogs to Rocket Science to big business Blogs. Internet marketing when used through weblogs is called Blog Marketing. Blogs are not corporate websites – they come along with daily or weekly posts, even around a single topic. The main advantage is that corporations can use Blogs not only to educate customers about their products, but also explain features of their products and services. This also allows consumers to view their thoughts on the products/services.

Blog marketing is the term used to describe inter-exchange via web logs. These Blogs differ from corporate websites because they feature daily or weekly posts, often around a single topic. Typically, corporations use Blogs to create a dialogs with customers and explain features of their products and services among other things!

Search Engine Marketing

Search Engine Marketing is a part of Internet Marketing whereby one can promote websites by increasing the visibility of their websites in top search engines result pages (SERPs). According to SEMPO (Search Engine Marketing Professionals Organization) SEM includes Search Engine Optimization (SEO), paid placements and paid inclusions. The idea of SEM is simple. The consumer is ‘looking’ out for some info, commercial or non-commercial. In simple terms what the marketers understand here is that the consumer is in a ‘hunt’ mode. He may be ‘checking out’ products, buying it online through payment gateways or even satisfying their curiosity on certain online articles. Thus the search engine result is the best source of targeted traffic, and it does not matter if the traffic is organic / unpaid search listing or paid listing. The marketer must understand how important it is to use paid listing and organic marketing efficiently and expect from it accordingly.

Some of the Advantages SEM Has Got Are

• Search engine traffic is a non-intrusive method of Internet marketing. What it means is that all other forms of advertisement is intrusive and irritates the targeted readers as they may be involved in some important task when the advertisement pops up, whereas, search engine results are a result of ‘just in time marketing’. It’s a result of the search triggered by the end users seeking useful information or a solution to their concern.
• Search engine traffic results are voluntary as they are query-oriented results based on search queries from surfers. It also means that not only your search query was listed but also it was chosen by most of the surfers to look for information.

Organic search engine marketing combines the best of technology, usability, linguistic know-how and online PR. Most of the search engines are based on their relevant algorithm other than external factors like links and user preferences or behavior. Other than that efforts should be made to have your website more search engine and spider friendly. Other compelling reasons for a good organic SEO is to have a good html and CSS friendly site, copy optimization and cross-platform dependency.