If the Great Recession has taught marketers anything, it's that measuring what's working—or not working—is essential to wringing value from Web sites and online marketing efforts. Marketers increasingly are relying on Web analytics to help them move beyond simple brand-building to turn Web traffic into relationships, leads and sales.
Some companies are fine-tuning their Web analytics to focus on measuring which activities generate sales leads. They then use the information they gather to make design changes to their Web sites.
Indium Corp., for example, is focused on monitoring how the Web drives sales leads. “I don't get paid on click-through rate or bounce rate,” said Rick Short, director of marketing communications for the supplier of electronics assembly components. “I get paid when people buy something. So I focus on generating bona fide, opt-in leads—period.”
That's not to say that Indium ignores standard Web statistics such as page views, site visits, bounce rates and average time on site. It uses that information to help determine what content on the site is best engaging visitors and driving them to register and contact the company. “I'm a businessman; I'm here to sell,” Short said.
Read the rest of my article at BtoB Magazine: Analytics help marketers adapt their Web sites to customer behavior
Also: Align measurement with visitor goals, business objective
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