Recently a client asked me what was the cause in a large spike of traffic to his website. By looking into his Google Analytic stats I saw that there was one day on which search traffic for the name of his company jumped. This is an example of validation, a key component of the current buying cycle. His products had been featured on an HGTV cable show. People watching the show wanted to know more and both searched and typed in the address for his website.
Your website stats can tell you a lot about what’s working and what’s not working effectively for your website. It can even help you with conventional media exposure like TV or print. For a recent print example: we had a client who wanted to run print ads in magazines that had good and relevant content to his product. We created landing pages specifically for each magazine so that it would be easy to see which media buy was the best. This is SOP in online marketing because it is so effective in giving valuable information about your print campaigns.
“Best” from a marketing standpoint means increased traffic to the website. It is important to understand that sales will come from that increased traffic but the ratio of visits to sales will vary depending on media, time of year and many other variable specific to the product or service that is being sold.
We believe that Google Analytics gives you the best look at what’s happening with your website and install it on all of our clients’ sites. For more information search or click, you’ll find us.