business angle: Website Optimization - Part Two: Using Google Analytics to measure your website performance (plus other ways to boost your survey shop's web presence)

摘要

In part one of this series I presented the case that having a website improved through search engine optimization (SEO) is probably the most effective marketing tool you can have in these difficult times. I provided many free and low-cost ideas to help the small- to medium-sized land survey shop boost the performance of its website. In this part I look at a tool to measure that performance, Google Analytics. Google Analytics (GA) is a free service of Google that, with a little bit of groundwork, helps you measure the performance of your website by reporting statistics (metrics is the new term) related to what visitors are doing on your site. It helps you get a better "return on investment" (ROI) on your website. Whatever tool you are using to market your survey shop (and using a website is probably one of the better ones), you need to be measuring the effectiveness of that tool. If you are using direct mail, you'll want to have a coupon or some other tracking tool to see what response you're getting. If you've built a website, you want some measure of its effectiveness as well.