Website marketing guide
for small businesses and start-ups
Content of this guide
- How to get your website started
- How to create your website
- Promoting your website in search engines
- How to get links to your website
- Optimising the performance of your website
- Pay-per-click advertising
- Other online advertising
- Affiliate marketing - what is it and how to use it
- How to use your website to generate marketing data
- Email marketing
- Useful website marketing resources
Once you have your website up and running and have visitors to your site it is really useful to know how many people are visiting your site and what they do when they get there.
Google offers a free tool for website analysis called Google Analytics. Google Analytics is great for beginner website owners who just want a small amount of analysis as well as large companies looking to go in depth with their data.
What useful information can website analytics give you?
Analytics can give you information on different aspects of user behaviour the most useful for small business websites are:
Site Visits - The number of visitors to your site
Page views - The number of pages viewed by someone when they visit your site
Average Page Views - the average number of pages viewed on your site, this is a good indication of how users interact with your site
Bounce Rate - the percentage of single page visits which is where a visitor leaves from the same page they entered the site
Time on site - the time a user spends on your site
The percentage of new visitors - you can compare the number of new visitors with the number of returning visitors to see how successful your site is at attracting new people or retaining existing viewers
Map Overlay – with this feature you can look at where the largest amounts of your site visitors came from which could be useful
These are some of the most useful tools for small websites. Analytics packages often allow you to delve further into your websites data and do more analysis but for most small website owners this is not necessary.
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