It’s not sexy, management information… data…stats… stuff that needs interrogating to tell you that what you’re doing in your business is either working or not.
We always wished Ogilvy hadn’t uttered the immortal words about only half his advertising working but he didn’t know which half. We can’t be so blasé these days, we need to make every penny count, give us a return on our investment.
That’s why we build tracking into every single website project we take on. Basically what it does is monitor how visitors find, use and share the information that’s been published online. So, how many people visit your website each day? Are they unique visitors or do they come back regularly? What page do they land on – and what page do they leave from? And what about the emails you send? Do you actually know who reads them?
Don’t get the wrong idea, all of this information can get overwhelming, but without it you’re really only partly guessing about which of your marketing efforts are making a difference to your business performance.
Equally, make sure that you are interpreting the data with some context.
For example if your data report tells you that someone opened your email really soon after you sent it, maybe that just means they were taking a quick look to make sure it wasn’t important before hitting delete to clear their inbox.
And if someone is looking at every page on your website, is it because they love it so much they need to investigate every conceivable corner of your web presence? Or just that they can’t find what they’re looking for?
It’s fair to say there is always a risk that you can misinterpret your web stats. But it can also be harnessed to powerful effect; our tracking software will give the IP address of the visitor – just think, how could you use this information?
Also, we make a point of testing various homepage designs for larger projects – which means that when your site launches. You’re going to be safe in the knowledge that the user will find it easy on the eye as well as easy to buy into (or from, in the case of e-commerce sites).
The moral of this story? If your website and email marketing constitutes half of your marketing budget (other marketing methods are available!) make sure you know it’s working for you. That’s not to say that you should apply the same principle to the other half. Want to know how Ketchup can help you? Call Michelle Ogilvy Jones on 0330 088 9277