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Can small businesses succeed on the Web?

by Claudie Clot, CEO of advancis.com

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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