How can I assess the Return On Investment (ROI)?

ROI takes on various guises. The most simple web site analytic is to count “clicks” which is simply the number of times a person clicks with a mouse on one or more pages of the website.  This information is normally readily and easily available known as  Server Side Tracking that offers simple raw data at no charge from the hosting company.

However, in pursuit of a more intelligent form of ROI for management to justify your website expenditures you will need WUBAT, a special Website User Behavior & Analysis Tool to help you really understand your user behavior patterns and generate management reports with detailed information.

The essential marketing statistical goals are two fold:

Increase the numbers of user sessions

Increase the time the user spends on the site.

In essence the fundamental concept is that: If many users come for a long time the likely hood of inducing a sale is far greater. Whether an enquiry eventually leads to a sale in offline or online transaction and how to ultimately measure complete conversions is a separate issue.

The fundamental problem for marketers using the Internet is that users remain anonymous until forced to reveal their identity in the form of an enquiry or purchase.

There are of course other statistics that will help you and influence the achievement of those goals, which may include

• Where did they come from ?
• What key phrases did they use ?
• What pages did they view ?
• What actions did they take ?

If you can find the answers to these questions you are able to fine tune the site to attract more users with commercial intent and develop highly targeted and cost effective marketing strategies. At some point you will pay for qualified traffic, as part of your Internet marketing strategy. The final issue will not be to assess the cost per lead as in print or trade show marketing rather address the ultimate form of ROI which is the Cost per Sale.

Why Different Web Tracking Methodologies and the importance of Website User Behavior & Analysis Tool?

There are many differences between Client side Tracking systems (WUBAT) and Sever side tracking systems but in summary the single most important difference is that Server Side Tracking is simply tracking the usage of your website based on what is happening on your server. Website User Behavior & Analysis Tools known Client tracking is based on how the user got to your website and what the actual user is doing whilst at your website.

WUBAT is a form of Custom Client Side tracking for Return On Investment versus free Server Side Tracking offered by hosting companies.

You must ensure you have the right tools to analyze your return on your website investment if you are authorize additional expenditure.

Website User Behavior & Analysis Tool: WUBAT

The critical technology of accurate tracking for marketing purposes has been greatly improved by Website User Behavior & Analysis Tool WUBAT known generically as Client Side Tracking. Client side tracking WUBAT– (Website User Behavior & Analysis Tool) is now easy to set up and affordable, but most importantly it is the tool by which you can obtain detailed analytics on user behavior patterns.

Knowing your accurate visitor behavior is critical to your web site development and marketing strategy.

• Which search engine referred them ?
• How long do people stay?
• Which pages they look at?
• What keywords they typed in to find your site?

Are all vital questions that reveal Website User Behavior. Once you learn about the users behavior you can then execute plans to increasing the traffic and converting more users to action and ultimately sales. 

WUBAT allows you to make business decisions based on user behavior and activity data to help define your ROI

Client- Side Reporting allows visitors to be accurately tracked through Proxy servers and Cached pages. It will also filter out Spiders, Robots and internal staff visits to the site.

Client Side tracking “tags” every customer as they enter the and then tracks every movement within the site and can track where they actually spend most of their time.

This is far more useful for tracking and reporting the user behavior

• Tracks what the Browser sees
• Accurate Tracking of True visitor behavior
• Cookie dropped in visitor’s browser determines if it is a 1st time or Returning Visitor
• No Additional Resources Required
• Real-Time reporting as it happens
• Originally designed for Marketers to make actionable decisions that affect Sales

Please review your web tracking data system and contact me at john@johndiethelm.com if you have any questions.

For more information, see www.webclicktracker.com or click here for the Website User Behavior  & Analysis Tool sign up form. (PDF)