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Measure and Maximize your Marketing Budget's ROI

Larry Stopa
by Larry Stopa on Jan 4, 2010 3:26:00 PM

As your buyers shift to the Internet, you will find that your online marketing budget can outperform the traditional advertising you had been buying. Not only can online marketing generate more sales than traditional advertising, it also allows you to use tools that will improve your Return on Investment on an ongoing basis.

Web Analytics measures Web site traffic and visitor activity. Analytics identifies from which search engine or Web site a buyer or lead came from, the search words used by the buyer to find your Web site, and the Web page that motivated the buyer to take action. You can see how many pages visitors are viewing and how long they stay on your site. These are important metrics for understanding how well your site is engaging visitors.

Analytics identifies the online marketing activities that are generating the best Return on Investment. You will know which money-making efforts to focus on, while scaling back or eliminating efforts that do not yield sales or leads.

Google offers an excellent Web Analytics system that is free of charge. Google Analytics provides comprehensive statistics giving you a window into the behavior of your visitors. It provides information to guide your efforts to boost your Web site's functionality, lead generation and sales conversions.

How can Analytics improve your Web sales? You can track where your sales came from for a better understanding of ROI. Use it to identify when and what page people leave your site from. What can you do to keep them longer? Is navigation guiding visitors to take the actions you want? Where in the sales process are potential buyers leaving, and what can be done to change this?

Take advantage of Web Analytics to measure and improve your Web site's results. You will be rewarded with more return from your marketing budget.

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Larry Stopa
Written by Larry Stopa
Since establishing E-Power Marketing® in 1998, Larry has grown it to become a highly successful business focused on generating the results that impact our clients' bottom line. Larry oversees all client programs, new business initiatives and leads the team to continued growth and ongoing education.

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