in this issue Not Measured = Not Managed Where Fingers Are Walking Web Marketing Forum A Site Worth Seeing

This issue is dedicated to Marvin P. Stein, CPA, PA, of MarvinPStein.com (305-667-1146), a caring counselor and trusted advisor.

Not Measured = Not Managed

I recently met with the president of an apparel retailer with 30 locations in 10 states. I asked him what his objectives were in making changes to their website and ecommerce platform. He said they were ". . . not selling zip online," and that consequently he felt it was time to ". . . change their web host." I explained that if they were not making sales at their website, the cause had to be a lack of traffic (positioning), an ineffective call to action (messaging and presentation), or both. I then asked how much traffic the website was getting. He said he didn't review their traffic reports, so he didn't know.

He didn't know? Perhaps that was a false admission to conceal an embarassing truth. Had I known for sure it was not, I might have stopped the meeting right there. There was no need to point out that messaging, presentation and positioning are functions of web DESIGN, not web HOSTING . . . or that changing web hosts would be about as likely to increase sales as new carpeting in his clothing stores. IF IT IS NOT MEASURED, IT IS NOT MANAGED. There is no objective, intelligent way to judge the effectiveness of your business website or ecommerce platform without knowing how much traffic your site is receiving. A website with persuasive messaging and professional presentation will sell nothing if it has poor positioning and therefore receives no traffic. Conversely, a website with pervasive positioning yet poor messaging and presentation can be equally ineffective. And if you do not monitor your web traffic, you cannot evaluate your performance, or identify areas for improvement.

As we emphasized in our last issue, HITS ARE NOT A SUFFICIENT MEASURE of website traffic. What you really need to know is WHO is coming to your website, HOW they came to you, WHERE they came from, and WHAT they are doing while they are there. Useful measures include "unique visitors", "number of visits, "number of page views", "referrals", dates and times.

If you are not effectively measuring and regularly monitoring your web traffic, you are not managing your website. If you would like to improve what is working and fix what is not, call Bruce Arnold today at 786-326-8079 or 954-337-9290.

click here for more....

	Where Fingers Are Walking
Before you blow a bundle on a package deal that puts your ad in the Yellow Pages and your website in their online directory, think about this: Every day, 33 million Americans turn to search engines--not the Yellow Pages--to locate specific content. In fact, 99 percent of all Internet users reference search engines to find what they are looking for . . . and 77 percent of them use search engines more frequently than any other online reference--including the Yellow Pages. For many businesses, Yellow Pages advertising represents a major, recurring expenditure. Search engine listings, on the other hand, are FREE. The key, of course, is ranking high on the right search terms: If you are not in the Top 20, you are out of the money. What is the best way to invest your marketing dollars? Are you positioned where your market will find you? How much of your market are you missing? For answers to these questions and more, please call Bruce Arnold today at 786-326-8079 or 954-337-9290. click here for more ... »

	Web Marketing Forum
You are invited to join our FREE South Florida Web Marketing Forum! Get ideas.... Give ideas.... Ask Questions.... Get Answers. We created this forum so that South Florida business professionals like you can share ideas, experiences and expertise. You will probably get as much out as you put in, so we encourage you to participate. It's a definite "Win/Win"! The first article posted is "Storm-Proofing Your South Florida Business". The next article posting is ... UP TO YOU! You can access the forum any time from any web page at PervasivePersuasion.com. Or, you can simply ... click here to enter our forum... »

	A Site Worth Seeing
Marvin P. Stein, CPA, PA check it out... »

Quick Links...

Get free subscription Ad banner exchange Contact us online

Web marketing forum Get free stuff Previous newsletters