Increase conversions to accomplish your small business goals

December 14, 2012

If you’re measuring your website’s effectiveness, then you should be using a web analytics program to track your goal conversions.

Doug Fowler is an Internet Marketing Consultant and President for WSIWebworks.com.

This is the second part of our series on get . If you haven’t already, read the first post in the series, 4 Easy Ways to Tell if Your Website is Working.

3) Do you have a good mix of traffic and visitors?

Take a look at your Traffic Sources report. A good website will have a balanced mix of traffic from a variety of sources. This mix of traffic means there are different ways people find your website. Some of the most common ways people get to your site are through search engines, paid advertising on search engines and other websites, links on other websites or by typing your URL directly into their web browser.

If you haven’t done much internet marketing, then most of your website traffic will likely come through only one or two sources. It is not uncommon to see 75-85% of traffic coming from one source for these sites. If your traffic mix looks like this, then you should explore other opportunities to generate additional traffic. A business that is actively engaged in internet marketing will see traffic from a minimum of four or five sources and the main source will likely account for less than 40% of the overall traffic.

4) How well are you converting visitors and accomplishing your goals?

If you’re measuring your website’s effectiveness, then you should be using a web analytics program, such as Google Analytics, to track your goal conversions. A goal can be any item that requires a visitor to complete some physical action on the site. Some examples are:

● Purchase a product online

● Complete a contact form

● Sign up for your email list

● Download a document

● View a key page

At a minimum, you should have goals to measure how well your site is accomplishing the two or three main objectives you identified earlier. Assuming that you have set up goal tracking, take a look to see how well you are converting on each of your goals. How many people are doing what you want them to do? If you find that very few people are doing the two or three things you want them to do, then this is an area for immediate improvement.

Improving your website’s effectiveness is an ongoing process. You should always be measuring, analyzing and making changes in an effort to continually improve your results over time.

Doug Fowler is an Internet Marketing Consultant and President for WSIWebworks.com. His strength is working with business executives to develop, deploy and manage internet marketing strategies designed to drive business and provide a strong ROI.