For great success in online business and to know the user’s behavior the website tracking and measurement strategies are must to be applied. These strategies provide you with the best knowledge of what exactly is happening with the website, online marketing and finally the conversion ratio.
There are several ways and few of them are mentioned below:
You can get Google analytics installed in your website which will provide you with the information regarding user-clicks on the site, location of users, leads information etc. The data is provided on daily basis and monthly as well.
You must be sure if different departments in your organization are getting the analytics report periodically which can give them an idea to summarize the points for the improvement the website value and the better online marketing. The data which should be considered for these evaluations should be website usability, leads conversion ration and the campaign associated, return on investment and the ranking in search engines.
The value which can be measured and can be detailed from the website is the conversion target. For more clarification: If you have a E-Commerce website and you got a transaction completed. The net value of the transaction may be considered as the conversion target. Conversion target or goal lets you have an idea what type of campaign is working for the outcomes. You can put more effort on the campaign to increase the revenue. The conversion goal can be financial or non-financial. A user filling a RSS feed, newsletter, contact form is an example of non financial conversion goal.
Specify different timeframes to track the traffic and conversion. You can define the timeframe for say 1 month. Now compare the outputs in different timeframes. This will show you any positive or negative impact of the changes done during these time periods, if any. For example, if you put a discount coupon on the homepage. You can track the traffic and conversion before and after the coupon was put. This will show if the coupon helped or not.
The best example to track the offline marketing activities is to redirect any call-to-action button back to your website homepage. If someone clicks on these call to action buttons, this is called referral traffic. So this must be tracked to know the effect of the offline activities.
In this, the user remains on a standalone page. He is not redirected to the homepage. The standalone pages are created for each campaign.