23rd February 2009
An online marketing expert has suggested that firms of all sizes are able to benefit from the use of web analytics.
While many firms already use these web-based tools to track the traffic on their websites, companies of all sizes can also use them to hone their marketing strategies, according to eMetrics founder Jim Sterne.
He told the Financial Post that companies can test the effectiveness of their marketing messages by placing two or more items on their home page, then tracking how many clicks each item gets.
Mr Sterne explained: "The actual behaviour of your visitors tells you which messages mean the most to your customers."
He also said that it is important for firms to check their websites regularly to identify any areas where consumers may be having trouble.
Bill Sass of Canwest News Service wrote last week that during times of recession, businesses need to remain visible by establishing and maintaining a presence on the internet.
Category: Internet Trends
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