Return Of Investment

Huh, What is Website Measurement?

Not that most CEOs would admit or even know, but have you ever suspected that companies spend  thousands of dollars and man-hours on websites and then don’t bother to figure out a return on their investment?  How about not even having a system that shows if they are getting an ROI or not?

This is how countless companies have been managing their websites from day 1.  Most companies place little or no effort to even consider having a proper way to measure any success…or lack there of.  Think about it… If car manufacturers built vehicles without a dashboard, there wouldn’t be too many on the road.

What does a good measuring and tracking system do for you?

When properly handled by the right Analytics Professionals using the right tools, the difference between loss and nice profit can be as simple as one line of copy added or taken away on your page(s). The difference can be that simple. It is part art, part science, gut instinct, history and experience.

The science part is having all the data at your disposal that tells you what numbers mean what, and what changes need to be made based on those numbers.

Imagine that your website is solely responsible for your company’s success or failure.

You give 110% effort toward your website because failure is not an option. Remember; Investors don’t ignore a website just because the owner does. To the public they see a sloppy website as a company that is not on top of their own online persona. 

For most companies, the website is the biggest window visitors have to look inside and understand about the company. If a company fails at something as simple as an online persona (i.e: the website), what else in the company could one fail to give proper time and attention to?  

Like all other parts of the company, your website is an investment, and could be one of the most important investments you make. If your website shows a return on investment, it is an asset that on paper, especially with proof of ROI (via Analytics Reports) can raise the value of the company…or reduce the value of the company. The choice is always yours.

My Top 4 List of things you can start doing today to help measure your online website success:

1. Secure a strong Analytics package on your site to review stats!  Preferably an intuitive package that allows you to setup and measure goals, goal values etc.  Hint:  Ever heard of Urchin or Google Analytics?

2. Figure out what the purpose of the website is and push your visitors inside of a sales funnel so they achieve your end goal.

3. Employ a CRM tool to measure the leads / sales made both by email and by telephone.

4. Measure your leads!  How many leads did you get by email last month?  How many phone calls? 

Don’t know where to start?  Guess what – companies like ours specialize at putting you right on this road.   Give me a call and I will personally even talk to you about how to get your plan started!  We probably have an internet marketing package tailored to your needs already!

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