You can’t improve what you don’t measure; this series looks at the basics of tracking and measuring.
Your website is so many things…the expression of your brand, a snapshot of your organization and philosophy, the window the world looks into to discover your goods and services. Do you know how well it’s working for you?
You’re likely using Google Analytics or a similar program to track the visitors who come to your website; if you’re not, you should be. Benefits include:
- Knowing which of your pages are the most read and which bounce the most
- Seeing which keywords people use to look for you
- Knowing how many unique and returning visitors you’re getting
- Tracking visitors from all referrers, including search engines, advertising, email marketing, and digital collateral such as links within PDF documents.
All of this is good, solid information that can help you understand what’s working — and make informed marketing decisions.
It’s also nice to have a system that can recognize returning visitors once those people have filled out a form or otherwise decided to share their information with you. Look for a system that logs the pages a prospect visits, then loads that data into the contact’s profile. Alerts are useful as well. The ideal situation is to be able to set alerts for multiple factors, such as people, companies, locations, and/or pages. This means a sales rep could, for example, do a demo for a prospect, then set an alert for that person and just the pricing pages. If that prospect visits a pricing page, the rep will get an email or text alert, and understand that this prospect is progressing through the funnel nicely.