Six (6) Goals You Should Measure at Your Website
Emily Creech will be speaking at the next session of Ralph Elliott’s Continuing Education Marketing Conference being held on Monday-Tuesday, August 29-30, in Chicago on the Magnificent Mile at the Downtown Marriott Courtyard Hotel. Incidentally, there is an optional pre-conference workshop on Sunday, August 28.
Her topics for the conference are: How to Use Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to promote events. While many Marketers take the time to build a website and utilize online marketing tactics such as SEO and SEM, many still fail to properly track and measure success of their efforts. However, most of us will be pressed to show the results of any marketing dollars spent online. To demonstrate success, you will need to make sure you have meaningful goals established.
Six goals or elements on your website you should monitor for effective seminar marketing include:
- The number of website conversions seems like an obvious one, but many people still are not tracking this action. This could include leads you receive from a form submission or actual registrations.
- The sources of leads or sales and the levels of performance of those. Google, Yahoo, a paid search campaign, etc.?)
- What type of content attracts the most user engagement – do you collect more leads via offering a free whitepaper than another type of offer?
- The funnel process through which visitors travel when registering or becoming a lead.
- Returning visitors – is your site an ongoing resource?
- What happens to the leads after they are collected through the site? How many become paying customers/attendees?