Hits, visits, page views, referrers, paths, exit points, entry points. Sound too complicated? How do you really know if your website is doing its job?
Running a web marketing campaign is like managing a sales team.
Most sales people think that the answer to poor sales performance is to get more prospects (i.e. it’s the marketing department’s fault). In actual fact, there’s much more to it than that. The best way to measure sales people is by:
- Activity levels - How many prospects, phone calls, meetings, proposals, etc.
- Conversion rate - Prospects to Proposals to Sales.
So why should your website be any different?
How to measure your web marketing
Activity levels – Simple Web Marketing KPIs
- Unique visits - That’s a measure of how many real people visit your website. Get this from Google Analytics.
- Enquiries - Combine the number of contact forms filled out on your website with the number of people who call your business from your website. Your website and sales team should be logging this.
- Sales - Your sales team and CRM will keep track of this.
- Visits to Enquiries - Enquiries divided by visits as a percentage.
- Enquiries to Sales - Sales divided by enquiries as a percentage.
Before you dive into the 60+ reports in Google Analytics, check the basics out first. If the numbers don’t stack up then it’s time to look deeper to find out what’s wrong.