Numbers tracking 'essential' to determine online marketing success

Numbers tracking 'essential' to determine online marketing success

Number tracking tools are essential to determine the success of internet marketing campaigns and boost conversion rates.

This is the view of Michael Stearns, co-founder of web hosting company Datahost, who claims ecommerce is "partly a numbers game".

In an article for Practical eCommerce, he states that website owners must keep track of the number of people visiting their site and the number of transactions.

This data must be analysed carefully when new web marketing campaigns are launched to determine whether they are having the desired effect.

"We are not talking high-level statistics, but a commitment to evaluate the key numbers on a regular basis," he remarks.

Adding or modifying web pages, launching pay per click campaigns and executing search optimisation can all have an impact on conversion rates, so numbers should be tracked to see which approaches are working best.

Writing on the Microsoft adCenter Blog recently, Simone Schuurer, a retail search media analyst at the software giant, recommended using deep linking to boost conversion rates.

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