Shoestring online marketing guide
for small businesses and start-ups
Understand and measure who is using your site
Of course, increasing traffic to your website is only the first step in an effective marketing campaign. It is also important to understand how visitors navigate through your pages once they arrive.
Google Analytics can tell you who your visitors are and where they are coming from, giving you invaluable insight into your website traffic. The (free!) software shows how many people have visited your site over a period of time and which pages on your site have received the most clicks. For websites that ask users to complete a form or process, Google Analytics can identify what percentage of visitors who started your process actually completed it, and where users generally drop out in the process.
Another way to assess the amount of traffic coming through your site is to post a unique telephone number. Be sure to provide a number different from the number that you give out on your business cards and to your current customers. This way, when you receive a call on this line, you will know that the customer has found you through your website. By tracking the number of calls you receive over a period of time, you can see if your website is becoming more or less effective at reaching the right audience.
Measuring performance—understanding who is using your page, and how they are using your page—will help you to make changes that boost your ROI and increase the effectiveness of your marketing campaign.
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