May 7, 2004

(Continued)

A percentage of your current site traffic comes from various online marketing programs and probably some of the search engine positioning and placement efforts you did in the past and to the present. The sad truth is, only a portion of those visitors will become buyers. If there could only be a way you could increase that percentage, it would spell a big improvement in the overall ROI of all your online campaigns.

What I mean by this is if your average 'visiting traffic' converts into a higher percentage of 'buying traffic' you will likely end up with more sales and more profits.

The major players and their main features
In the field of Web Analytics, the two well-known contenders are Net IQ's Web Trends and Web Side Story's Hit Box line of products. Both of these companies have been in the field of Web Analytics for many years and are generally considered to be the leaders in this area. The advantages of using such analytical tools and measuring software are many. For closely monitoring a paid listing ad campaign, it is almost the only choice for an advertising manager. For e-commerce websites that are overly concerned with abandoned shopping carts, this makes it even more important to them.

One of Web Analytics biggest features is to accurately determine how they 'landed' on your site in the first place. Was it from a search engine, if so, which one? Did they come from a competing vendor? Or did they come from an affiliate site or industry partner? The right answers to these questions could even help you create new sales channels or new marketing partnerships.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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