B-to-B Insights: Analyze This
Here is a conversation I have at least twice a month:
Client: "I want you to write copy to generate more orders on my Web site."
Bly: "What's the conversion rate of the page?"
Client: "We aren't really sure."
Bly: "Why not?"
Client: "We don't really measure it."
Bly: "Then how will you know whether our new copy has improved it?"
Client: [Dead silence]
Lord Kelvin, inventor of the Kelvin temperature scale, said: "When you can measure something and can express it in numbers, you know something about it." Web metrics are the numbers that let you know something about your Web site's performance and ROI, and Web analytics is the software that lets you measure those numbers.
In the early days of the Internet, Web sites were the online equivalent of sales brochures or general advertising: pages posted online to disseminate product information, establish an online presence and help position the company in the marketplace.
Today's most successful Web sites are the online equivalent of direct response marketing. They have specific marketing objectives and business goals, and their performance and sales can be precisely measured.
Measuring Web metrics is a critical step in determining whether a Web site is producing a positive ROI and serving users in the manner intended. Web analytics is the study of user interaction with a Web site by collecting information about what the visitor does. This data is tabulated and refined into reports and visual presentations to help analysts understand whether a Web site is achieving a set of desired results.
Does It Stay, or Does It Go?
Analytics software can help determine where changes are needed, what content isn't effective, and whether the organization and navigation of the site are optimal. Some of the more popular analytics applications include Google Analytics, Omniture and Webtrends Analytics.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.