Setting up a website is the very first step of an Internet
marketing campaign, and the success or failure of your site depends greatly on how
specifically you have defined your website goals. If you don't know what you want
your site to accomplish, it will most likely fail to accomplish
anything. Without goals to guide you in developing and
monitoring your website, all your site will be is an online
announcement that you are in business .
If you expect your site to stimulate some form of action,
whether it is visitors filling out a form so a
representative can contact them, or purchasing a product ,
there are steps you can take to insure that your website is
functioning at peak efficiency. One of the first indicators
of how well your site is working for you is finding out the
number of visitors in a given period of time. A good
baseline measurement is a month in which you haven't been doing any unusual offline
promotional activities .
However, just because hoards of people have passed through your gates does not mean
your site is successful . Usually, you want those visitors to actually do something
there. It is equally important to monitor the number of visitors to your site who
made a purchase. This figure is called the site conversion rate, and it is an essential
element of the efficacy of your website.
You may find that you need to implement some additional
marketing strategies if you find that traffic to your site
is extremely low. There are several effective methods to
website. The goal is, of course, to get your visitor to
make a purchase or fill out your form. Website copy must be specifically geared to
your online campaign and not just a cut and paste job from your company brochure.
The right copy can make the difference between profit and loss in your online campaign.