Deciding exactly what to do with your business’ online marketing can be a real challenge. Let’s say, for example, that your website gets plenty of traffic but you don’t think it’s bringing in as many customers as it should. The site is informative and it looks nice — hey, there’s even a call-to-action featured prominently on the home page — but only a tiny fraction of your site visitors are following through by submitting a contact form or sending in an email. A junior rocket scientist on your staff suggests that maybe something on the site should be changed to drive more conversions. All you have to do is figure out what sort of change will deliver the higher conversion rate your business needs. […]

When you start looking through all of the statistics regarding your website, it can be hard to sort out what’s important from what’s merely interesting. Web stats reporting packages can confront you with a staggering variety of reports. There are as many opinions on what you should worry about as there are crackpot theories about The Government hiding what’s really happening on the far side of the moon. […]

Contrary to what some people might think, website statistics were not invented by the Brothers Grimm. They’re not fairy tales, nor are they numbers pulled out of thin air by College Johnnies who want to show how smart they are. Website statistics are built on real-world data, and they can tell you a lot about what your website is — or is not — doing for your business. […]

Search for the term “bounce rate” on the Internet, and you can find any number of very technical explanations. Some of them even include a nifty mathematical formula or two. But as a business owner, here’s all you should really care about: Bounce rate is basically a measure of the percentage of visitors to your website who take one quick look and run away screaming. […]

Most business owners have heard the old saw: Marketing is the gas that makes your business go.

If consumers don’t know who you are and what you do, they can’t do business with you. Simple enough, right? But let me ask a follow-up question: What kind of gas mileage are you getting from your marketing? Don’t take a guess; speculation won’t do. Unless you want to risk a lot of wasted money, you need the hard numbers. […]

One of the most useful and frustrating aspects of web site ownership and maintenance is trying to figure out your site’s traffic stats.  Beyond learning all of the jargon and trying to weed through the over-abundance of information available, if you’ve ever taken a look at your web site’s traffic stats in two different programs (say, Google Analytics and SmarterStats) you’ve noticed that the facts and figures are different.  What?! How can this be?  And how the heck are you supposed to make decisions based on numbers you’re unsure of? […]

Testing your website pages, especially landing pages and sales pages, is one of the simplest things you can do to tweak your web site and attain higher conversions. In addition, you can learn more about content creation, as well as your customers’ interests, through testing than by any other method. […]