Website analytics 'can improve conversion rates'
Fri, 16 Oct 2009
Small companies can use analytics to improve the success of their internet marketing campaigns, it has been claimed.
According to a new study conducted by Site Intelligence, businesses that invest in measurement strategies experience greater success in building profitable customer relationships.
The report indicates that such businesses see online conversion rates rise from two to seven per cent.
In addition, three-quarters of firms with websites are able to enjoy improved year-on-year conversions using analytics.
Site Intelligence reports that 69 per cent currently have a process for separating online data for specific personnel, while 68 per cent benefit from the use of defined performance metrics.
The firm's commercial director David Pool said: "A key challenge for businesses is to ensure the right information reaches the right segment of business so they can put in strong action plans to improve sales and profitability."
Business Link adviser Ganesh Selvarajah recently told the BBC that firms must develop their websites if they wish to attract new custom online.
He advised: "Work out what it is that makes you different from your competitors and make sure that this 'unique selling point' is clear on your homepage."
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