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10 Web Tracking Tips to Measure Internet Marketing Success

Thursday, September 8th 2011 at 10:57am

 

Is your website worth its weight in gold or just taking up space? Does your tracking tell you anything about Internet traffic? Are your QR codes getting scanned – or spammed?

While it’s easy to dump a ton of money into fruitless efforts, it’s just as easy to set up a few analytics to tell you how to get back on the path to profits. After all, if you tried on a nice-looking pair of shoes, but they didn’t fit, you wouldn’t empty your wallet to purchase 30 more pairs of shoes in the same size. A smart shopper would try on a pair that was a bit smaller, or a bit larger, or a bit wider or narrower. A REALLY smart (and busy!) shopper would have their foot measured first.

Remember: anyone can throw up a template website, start a blog or create a cheap mobile app. A savvy businessperson knows that marketing is about trial, measurement and readjustment.  A REALLY savvy businessperson knows that the best marketing budget STARTS with analytics.

Here are 10 Web tracking tips to help you tune your Internet marketing efforts for optimum results.

1. Evaluate where your customers are coming from. Are they clicking through from your daily real estate tweets on how to stage your house so it sells faster? Or are they clicking through from your emails with coupon codes for $100 off a dental cleaning? Perhaps it’s your YouTube video about Brazilian blow-outs or your e-newsletter about why you need a property manager while you’re deployed.

2. Track form completions not just the page that hosts the form – by using a different URL for completed forms.

3. Track shopping carts. Do customers leave them and come back or just ditch them? Do they ditch them with only one or two products or are they filling up and then abandoning their carts when they see your shipping rates?

4. Calculate your customer’s level of engagement by measuring how long they spend on your site and how many pages they have visited.

5. Ensure that your traffic filters are on to keep your website, blog or e-commerce store from counting visits from your employees.

6. Link your AdWords account to your Google Analytics account to track conversion rates.

7. Measure downloads. Are visitors downloading brochures? White papers? Archived articles?

8. Track everything about your QR codes that you can: Who scanned it? Where are they located? How many QR codes drove traffic to your website? How many converted into sales?

9. Don’t just measure sales, measure micro-conversions. These are “potential eventual customer” actions that don’t lead to sales today, but increase the chances of that visitor becoming a customer at some point in the future. Micro-conversions are things like downloading a white paper on geo-targeting with Facebook or a brochure for your salon and day spa, leaving a comment on your commercial real estate company’s Facebook wall or virtually sharing the news of your state-of-the-art laser liposuction machine.

10. Do some user segmentation analysis on your mobile application. Who’s using your app for the first time? What are the most popular features of your app? Are your most loyal customers adult men or pre-teen girls? What feature will anonymous visitors use (“Find the nearest liquor store”) that registered visitors won’t?

Interested in these marketing analytics? Then get started by installing Google Analytics on EVERY PAGE of your website. It’s free and relatively easy to add; just grab the tracking code and paste it into your site’s template. If you’re using Wordpress you’ll need to use Google Analyticator, a plug-in to add the necessary JavaScript code.

For more advice on how to use Internet marketing tools and analytics to attract more customers, contactEasyChair Media at (800)-741-6308 or p.houser@easychairmedia.com.

What’s YOUR favorite analytics tool? Share it here.

Tagged: internet marketing, measure internet marketing, mobile website, QR Codes, tracking, Web, web tracking tips, website, website tracking


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