Ask most people running a business whether they focus on activity or results, and most will be results-orientated. They measure things like profit.
So it was interesting and disturbing to read a recent survey published in eMarketer of senior marketing executives in the US. They were asked which web site measurements or metrics were of most interest to them.
59% said ‘return on investment’, ‘conversion rate’ and similar results-focused measures were least important, but ranked ‘time on site’ and ‘unique page views’ as most important. They thought ‘ website engagement’ of more interest that ‘website results’!
Perhaps its lack of knowledge, but those Execs are missing the biggest benefit of internet marketing over traditional marketing of being able to directly measure and drive business results.
If you would like to avoid the mistakes of these Executives and get your website focused on delivering business results, please contact WSI. We aim to provide the best internet marketing and SEO services in Cheshire.
