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Can small businesses
succeed on the Web?
by Claudie Clot, CEO of advancis.com
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6. Measure,
measure, measure
The best advice for small companies
is to spend money on what works. Nothing revolutionary... true,
but if more professionals followed this simple advice, fewer
would be waiting for their sites to produce results.
Know where you visitors are
coming from; know where your prospects are coming from; know
where your customers are coming from. The distinction between
the three is important. Do not stop at measuring traffic to your
site. If you are to build on success, you need to know what works
best. Several software solutions, such as WebTrends log analyzer,
will generate detailed reports about your web site activities.
Combine this powerful data with your sales records to identify
patterns as well as customers groups who tend to purchase more.
Eventually, you will be able
to know which campaigns or strategies add to your bottom line
and which simply add more hits to your log files. Spend wisely
and measure aggressively. The greatest advantage of doing business
on the Internet is that you know right away what works and what
doesn't. Act quickly; modify your campaigns as soon as you spot
problems.
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