Your business has a web site. You were careful in selecting a designer who understood how crucial your site is to your marketing strategy, and who had the skills to integrate and present your content in a way that fulfills that strategy. It’s well designed and optimized. Now you can just sit back and wait for the profits to roll in right? Wrong!
A well designed web site is just the beginning. A good marketing strategy never stops improving, and your web site is a vital marketing tool. How do you improve its effectiveness in bringing in more and more leads and turning higher and higher percentages of those leads into conversions?
You do this by understanding everything you can about the people who visit your site. How did the visitor find your site? Did they find you from a link pointing to your site, a search engine? What keywords did they use for that search? How long did that visitor stay at your site? What did they look at? What didn’t they look at? How far into a payment process did they get before they abandoned the purchase? What prevented them from becoming a customer?
Knowing the answers to questions like these is extremely important in...
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