Making Your Site Pay Off
BY Jason Ciment | March 15, 2002
I've got a very simple question: Are you making the kind of money online you expect (or expected) to make? In other words, are your traffic-building efforts really paying off?
I'll repeat my question, though. Are you really earning as much money as you should be? Or, in contemporary jargon: How's your ROI?
Is your site successful in converting visitors from browsers into either loyal buyers or long-time users of your services?
Or, are you merely a popular way-station where people browse only to actually go somewhere else to buy?
Simple-to-use analytical tools can help you measure your site's effectiveness in directing visitors internally. With greater understanding of how visitors navigate your site, you can improve performance.
Log analyzers such as WebTrends, HitBox, and Sawmill deliver raw data: 10,000 people visited your site yesterday; most were using Internet Explorer. But they do little to explain behavior or motivation. Most site operators aren't experientially or technically qualified to interpret these reports or to critically evaluate site design.
Bryan and Jim's guide is useful because it explains what occurs on sites and how to interpret and use log data. Metrics such as "clicks to buy" (how many clicks it takes to get from home to completion) and "customer conversion rate" (how many orders were generated for a given number of visits) are explained.
If you know of other tools that help e-marketers understand what log reports mean, please share them with me.
Jason Ciment is CEO of MagMall, which he founded 1997. He designed, programmed, and developed the fully interactive java and perl-based magazine subscription Web site that has more than 10,000 individual and corporate partners. He has also worked with manufacturing companies such as Liz Claiborne and Jones New York to maintain quality standards and prompt order fulfillment.
Home › Making Your Site Pay Off
Related Blog Posts › How to Submit your RSS Feed to Rss Directories for Free 07/06/2018 Pinterest Page for My Favorite Thriller Book Authors 04/02/2018 Favorite Dishes at Los Angeles Kosher Restaurants 19/07/2017 Did Trump Really Lose The Healthcare Vote? A Contrarian’s Long-term View 26/03/2017
Subscribe to my Blog
Sign up to receive Postings via Email. Your Email will not be shared with anyone.