Why Doesn't My Small Business Web Site Sell?
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Many small business owners are disappointed by the ability of their web sites to generate new business.Simply having a web site does not guarantee its effectiveness as a marketing tool. If your web site is unable to consistently generate new leads and prospects you may well be disappointed in your investment in your web site. Does this sound familiar? If so, you may be making one of several common mistakes made by small business owners when they decide to turn to the web for more business. Here are five common mistakes that can hinder the marketing performance of your web site.
Failure to Measure Traffic
Every so often when I speak with someone who is dismayed at their web site’s ability to generate revenue I am surprised when they tell me they don’t know how many people visit their site each month, day, hour, etc. Measuring the traffic to and through your web site is critical for understanding the marketing prowess of your web design and the effectiveness of your advertising efforts.
If your web site enjoys lots of traffic, say over 1000 visitors a day, but generates one or two sales a month you can be pretty sure there is a deficiency in your web design. If you are not measuring traffic to your site you do not provide yourself an opportunity to identify and correct the problem. Your web design should lend itself to helping you get your visitors to take the action you want, buy something or provide you their valuable contact information.
On the other hand, if your web site generates a small amount of sales and you don’t know that only fifty people are visiting your site each month you deny yourself the ability to realize that you have a fantastic web site and that marketing it better will lead to a significant increase in revenue.
If you are not measuring your web site’s traffic you are missing opportunities to increase your ability to generate sales and be more successful. Two providers of web metrics are webtrends.com and webstat.com.
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