Metrics

Your website should always, ALWAYS have a specific purpose. Just as you would run an ad in the local newspaper to generate new leads for your business, you should have similar expectations of your website. Would you run an ad just because it’s what other businesses do? No! You run an ad to get more customers.

So why is it so many business owners slap up a website and then forget about it? To spend that kind of money just to do something because “it’s what everyone else is doing” is insane.

But perhaps you do have a goal for your website. Perhaps you want it to generate form submissions. Or you could just want traffic to your blog. These are goals worth attaining.

Now, here’s the question: Are you attaining them?

Can you even answer this question? Chances are you can’t – because you aren’t measuring your successes.

Whether you’re using SMART or DUMB goals, you should always be able to see how far you’ve gone in reaching them. If you have a goal to pay off a car loan, would you not measure how much money you have coming in each month to clear out that debt?

So here are three solid metrics that you can apply today to your website to determine whether or not you’re succeeding.

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Critical to any successful marketing campaign is a way to measure results. You must know whether your actions are paying off or if they’re headed down the wrong path. Without this knowledge, you’re flying blind.

Fortunately, there are a handful of ways to measure the impact a Facebook presence is having on your organization.

1) Page Statistics

If you setup a page for your company or product, then you open yourself up to a wealth of data. Dubbed "insights," Facebook enables you to view critical visitor statistics of your page. You can see everything from the number of new fans to unique visitors to a breakdown of demographic information.

From a marketing standpoint, this information is extremely valuable. Not only can you track the effectiveness of your page, you can also get detailed information on what type of people those visitors are.

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Even if you don’t run a large web site like Amazon or Yahoo, you should still use metrics to measure its effectiveness. Knowing where your visitors are coming from, how many there are, what pages they’re viewing, and how long they stay on your site are vital pieces of data. Let’s roll through why these metrics are important for you to measure:

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