How to Measure Your Web Site Results

A Web Content Copywriter set to Take Your Info Into a Cohesive Digital Mix

How to Measure Your Web Site Results to Discover Sales Opportunities

By Cindy Zaglinski, Certified Copywriter and Site Audit Consultant
Customized Copywriting

You’ve probably put a lot of energy and money into promoting and optimizing your web site, and as you know, it’s important to monitor your online marketing results on a regular basis. Data reviews can be used to identify any tweaks needed to generate more traffic and profits.

There are several ways to measure the results of your website’s online promotions including:

· Your own website data

Each month, you can review a wealth of statistics that tell you how your site is performing in the “traffic log report” provided online by your hosting company, you can view numbers and charts for the following:

· Page hits

This is any request made on the web server. This includes page views, requests for images and requests for downloadable files. Caution: every single component of your pages (including individual images, charts, and links) can be listed as a hit, so this is not the most realistic picture of how many unique individuals are visiting your site.

· Page visits

This is the number that tells you how many unique visitors landed on your site.

· Search engine traffic

This tells you which search engines (Google, Explorer, Bing, Yahoo) are referring your site to the visitors.

· Browser traffic

This report tells you which browsers your visitors are using (Mozilla Firefox, Netscape, Explorer)

· Your viewers’ operating systems

You can see which operating systems (Windows, Windows XP, Vista, Apple, etc.) your various visitors are using to view your web site. This is critical so your web team can make sure your site is viewable by as many people as possible.

· Keywords entered

This will help you track the actual keywords your visitors are using via search engines…showing all the referrals in a month, broken down by the keywords that were entered. This is valuable stuff because it can help you improve your positioning in the search engines. By adjusting your site’s coding and content to use the most common keywords showing up in you traffic log, you can improve the likelihood that more searches using these keywords will drive more of your target prospects to your site!

· General online advertising

You can easily measure the results of your banner ads, and other advertising. You’ll see the responses in your IN box or shopping cart.

· Pay-per-click (PPC) campaigns

When you set up your ads in Google, you’ll use software called Google Ads that automatically provides you with reports that help you weigh the campaign costs against the results.

· E-newsletters

If you’re using an online e-newsletter company, such as Emma or Constant Contact, to help automate everything, you’ll know how your recipients respond to each

e-newsletter you send. As a copywriter, I provide the word document, or PDF for you to populate using your database.

· Traditional sales reports

As you launch you web site, you’ll want to set up new entries in your sales tracking system to include leads and sales that come into your business because of your web site. You can do this by tracking inquiries that come to you via your site’s Contact Form and E-newsletter sign-up form, as well as actual sales that come to you via your shopping cart (if you offer e-commerce).

When you know how you are doing, you’ll find opportunities to do more!
To learn more, read our other articles Or contact us if your website needs help now.