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Content still king, web metrics are new queen
An internet presence with a static, brochure type web site is insufficient for most companies, while net-savvy businesses are cashing in with content and web metrics, according to US based web strategist and author, Sally Falkow.
"Research shows that while 76% of all web users visit sites for content and information, over 60% of possible sales are lost off the home page. Combining content with appropriate measuring tools and metrics leads users to make that all-important revenue-producing click," says Falkow.
Falkow, an expert in marketing, consumer behaviour and communication, in conjunction with Orbital Communications International, will host a number of business breakfasts and a seminar on the 4th March at Montecasino. (Registration - www.rhapsody.co.za).
"Without a content strategy, even big brand names are losing substantial revenues. Their websites are not meeting users' needs as they are simply too complicated and frustrating for customers," says Falkow. "Combined with appropriate measuring tools and metrics, usability has a return on investment demonstrably larger than any other online strategy.
"Since web sites first got started, people have been interested in analysing what was happening on their sites. It started with simple counters on personal pages to track the number of visitors. Now we have sophisticated software that can spit out real-time traffic reports that can tag and compare visitors from different referrers and tell you exactly what they do on your site. That's web metrics," she says.
Web metric solutions can provide valuable online business information such as:
According to Falkow, a recent survey of 150 CIOs indicated that 43% planned to add web analytic tools to their sites in the next six to 12 months. An independent research house estimates annual spending on site analytics will reach $1-billion by 2006.
Falkow says the top ten mistakes on websites are:
1. No clear strategy when building a site
2. Failure to use the site as an integral component of your business and marketing plans
3. Failure to focus on visitors
4. Designing for the wrong audience
5. Spending too much on design and programming and too little on content
6. Dazzling with bleeding edge technology gets in the way of content
7. Failure to consider the media - develop the site for journalists too
8. Build it and they will come - people do not magically appear on your web site
9. Building a maze - content should be easily and readily accessible
10. No future plans and support
In March and May, Falkow will host seminars in Johannesburg. The informative and educational lectures and workshops will include web analytics and metrics, with an emphasis on how to make the most effective use of websites for return on investment.
Editorial contact
Rhapsody Placements
Cathy Hill
Tel: 011 807 8972
