Web analytics useful tool 

An informal survey among our insurance agent clients reveals zero, nada, zip users of Web analytics. We are encouraging them to start, perhaps with free Google Analytics software. There are a number of excellent paid tools out there.  But, in addition to being free, the Google version is easy to use.  It has become the standard for many business-to-business and business-to-consumer companies. 

Web analytics help users to measure the effectiveness of their sites content.  What content is attracting visitors?  What content is not?  Is there a “hot” content subject that merits the creation of a microsite?  The data enables users to determine what changes should be made on their sites. 

Minimum measurement 

The minimum measurement of your Web site should include how many visitors you are attracting, on what days, for what site pages; how many of those visitors are Unique Visitors (that is, visiting for the very first time) and how many are repeat visitors.

Measure the results of a local ad or direct mailing 

Run a small space product/service ad with your Web site “landing page” for the product/service as your “call to action.”  Check your Web traffic data for the results.  Are you featuring a product/service with an appeal that attracts heavy traffic? If not, try another product/service or another appeal. Study the traffic count curve. Find a winner and stay with it until the Web traffic counts drop off. That’s just one example of the value of even the simplest use of analytics. 

Your Web site is a marketing tool that can provide you with precise “how are we doing” information. Maximize it!   

For more information about creating a successful integrated print, radio, TV and Web marketing communication program, e-mail Don Cookson, This e-mail address is being protected from spam bots, you need JavaScript enabled to view it .