Web Resources | Everything you need to know to succeed online

By Simon Wright

Managing directors often judge their company’s Web site purely on sales that are directly logged. However, the Internet’s value to consumers is greater than just the ability to make purchases. Consumers frequently use it to research services that they then purchase either in a face-to-face setting or via telephone. Therefore, to properly understand your Web site return, you need to track offline conversions from online sales leads. continue »

By Monique Martin

You signed up for Google Analytics and even took the time to create goals. But now that you’ve got your reports, you’re not sure what to make of them. What is the $index, how is it calculated and what does it mean to you and your business?

No matter what type of small business you have, Google Analytics offers an invaluable insight into your Web site’s performance. One of the most overlooked and yet most important data sets is the $index. continue »

By Kristie Lorette

Every email marketing campaign needs its own landing page on your Web site where readers can find more information on the offer you’re promoting in your email. When readers click the link in the email message, they’ll go directly to the landing page, which provides detailed information and a way for the visitor to buy the product or service or register to receive more information. continue »

By Melissa J Luther

The term conversion is confusing to many small business owners, because most people think only of a sale as a conversion. However, a conversion can be almost any action a visitor takes on your Web site. It all depends on your goals. continue »

When you launch a marketing campaign, you need to test your landing pages with customers. No matter how hard you try, you don’t know how your customers will react to your pages without testing them. You’re too close to your company and your products to see yourself through your customers’ eyes. continue »

You’ve got a stunning Web site, you’re promoting it brilliantly, and yet, your conversion rate sits stubbornly at 3% or less. Or worse — you don’t even know what your conversion rate is. Web analytics can help you find your conversion rate and the reason it’s lower than you’d like it to be. continue »

The measurements most useful to you depend on the goal of your Web site. Many companies with a product or service to sell make the mistake of focusing on the number of visitors to their sites. For a Web site designed to sell, sales are a much better indication of the Web site’s success. continue »