43% of UK Firms Have No Measure of Website Effectiveness
According to a study of 430 British companies released today by web hosting and domain registration Fasthosts Internet (www.fasthosts.co.uk), the average business has published a website for 3-4 years, however, one in four does not see their website as a good potential as a sales channel. In addition, 77 percent did not measure any type of ROI for their web sites, and 1 in 3 owners recognize that they have never considered the control of the popularity or effectiveness of your website.
“In the current difficult economic climate, the web has never been more relevant to each type of company in the UK, however, many companies continue to invest blindly in a web presence without checking whether it is winning its keep, “Fasthosts Chief Marketing Officer Steve Holford, said in a statement. “Regardless of the scale of the project site, all companies will benefit from using simple statistics to monitor efficiency and ensure that every visitor is used to”.
While studies show that today more than ever business owners realize the importance of his presence, Fasthosts study suggests that much do nothing but publish a website. During the first half of 2009, a staggering 83 percent of small and medium enterprises have not analyzed the performance of their Web sites against its business plan.
While 57 per cent of companies monitoring their overall Web site traffic, only 40 percent of analyzing their website where visitors referred from – a key element of effective online marketing and only 33 percent of the owners of your website traffic measurement looking at click through rates to the different sections of the website, which helps a company see where consumer interest and whether the visits become in sales.
Although half of the companies being happy with their websites and 43 percent see them as integral to their marketing efforts, the study Fasthosts’ shows that many companies simply do not know if your website is doing the right impact.
Fasthosts notes that business owners now have a series of easy to use tools available to assess the effectiveness of your website. Fasthosts, in itself, provides a graphical web statistics, MatrixStats tool, free hosting customers, providing a snapshot of how well the Web sites and domains are performing. Business can use this tool to see traffic for your site by its geographical location, referral URL, the engine of search referrals keywords, the popularity of the page and session length visitor and to identify fast web design and navigation problems.
Holford concludes: “By taking note of your website statistics and make the necessary changes, many companies we work with enjoy a real fiscal impact. With greater visibility and sales of a successful web site, own a business grow faith in online markets and the role they can play in achieving a business plan.