If you are ready to market your business on the World Wide Web, then setting up a website is the very first step of an internet marketing campaign. The success or failure of your site depends greatly on how specifically you have defined your website goals. If you don’t know what you want your site to accomplish, it will most likely fail to accomplish anything. Without goals to guide you in developing and monitoring your website, all your site will be is an online announcement that you are in business.
If you expect your site to stimulate some form of action there are steps you can take to insure that your website is functioning at peak efficiency. One of the first indicators of how well your site is working for you is finding out the number of visitors in a given period of time. A good baseline measurement is a month in which you haven’t been doing any unusual offline promotional activities.
However, just because people have passed through your website does not mean your site is successful. Usually, you want those visitors to actually do something there. It is equally important to monitor the number of visitors to your site who made a purchase. This figure is called the site conversion rate, and it is an essential element of the efficacy of your website. To find the site conversion rate, take the number of visitors per month and figure out the percentage of them that actually performed the action your site is set up for. To get this figure, take your number of visitors and divide that figure by the number of visitors who made a purchase.
If the goal of your website is to get visitor contact information, then figure out what the difference between your site conversion rate and your sales conversion rate. This is because not everyone who fills out your form will actually become your customer. However, whether your site is set-up to sell a service or product, or to get the visitor to fill out a form, the site conversion rate will measure the success or failure of your website whenever you make changes to the site.
Also implement additional marketing strategies to promote your site. Additional marketing could include social networking websites, affiliate programs, advertisement and search engine optimization (SEO). A successful SEO campaign will increase your position in search engine results so that consumers can find your pages faster and easier. After your have improved your search engine positions, make sure you keep monitoring and adjusting of your efforts to maintain high positions.
Another factor to examine is how easy it is for a visitor to your website to accomplish the action the site is set-up for. If it’s too difficult to get to, the customer will move on to another site. Your buttons need to be visible, and the path to your form or ordering page quickly accessible.