20 Years Old 1995-2005

Measure



Review and Revise

The search marketing campaign is underway, so it's now time to keep a close eye on the scoreboard. We need to know what is working well, what is not producing the results we expected, and where are the areas not yet addressed that could use some attention. We'll need to rely on a few key elements so that we can cycle back into Promotion with the hot items for next month's agenda:

Analytics.  If you could only do one thing in this process it would to ensure you have analytics set-up so that you can report on traffic to the site. Analytics will tell you everything you need to know about the traffic to the site. How many users, what environment, bounce rate on pages, how they found you, how long they stayed, and most importantly how many conversions were made. Data collected here will give the team direction when creating an agenda for next month's Internet marketing initiatives.

Conversion Tracking.  What are the objectives or primary goals for the website? Whether it's a successful checkout on an eCommerce website or the completion of a contact form, we want to track conversions so that we can measure the return on investment. Conversion will mean something different for everyone, and we want to identify what they are and how we can measure success.

Areas to Improve.  No matter how successful we've been to date with your Internet marketing initiatives, we can always strive to get better. Evaluating our analytics, reviewing our content strategy, monitoring social channels, etc. will all help to identify areas that we can improve. We are trying to get to the top or stay on the top, either way identifying opportunity for improvement will help us in this effort.

Areas doing Well.  Let's celebrate success and evaluate how we can extend what we did here to other initiatives. We can utilize tools such as Google Analytics, heat mapping, conversion reports, etc. to track down wins, and leverage this success in other areas of the site. Confirmation that things are headed in the right direction is always a critical piece of the puzzle.

Summary Reporting.  Analytics will provide as many micro reports as needed, but we find it important to summarize the big picture. At the end of each month, quarter, year, or whatever time table you wish to evaluate, a report of where we are today in comparison to the same period 1 year ago can provide great insight. This can include traffic, conversions, rankings, or other important metrics that might help us make intelligent business decisions moving forward.

Integrating the review and revise initiatives into the process will ensure the agenda is always in line with priorities. With an ultimate goal being a return on investment (ROI), use this process to measure success as well as failure.

What Our Customers Are Saying...

My goal is to double revenue from the site in the next 2 years. Now that Five Technology has built me this powerful portal management web application, I am able to streamline the process of publishing content.

Paul Taylor III, SurvivingMold.com

The staff at Five Technology has been wonderful to work with. They are receptive to the needs of the school district and willing to work within our budget. They have gone above and beyond to make sure we are satisfied with the product they are delivering.

Traci Lawman, Delano Public Schools

Wow, the transition to the new system was seamless. Kudos to everyone that worked this out. Thank you very much!

Vicki Adney, Reck Agri

We have had many comments from our community on the ease of use of navigation and they really have enjoyed the new look and layout. Our staff certainly has benefited as we have used the website more and more as a communication device to our school patrons. I look forward to taking full advantage of the student section for our classes, hopefully next year.

Paul Ludwig, Delano Public Schools