How Do You Measure the Direct Marketing Effectiveness of Your Web Site?

In the early days of the Internet, counting Web site hits may have been acceptable. Today, direct marketers realize that hits are irrelevant to overall result measurement. The gross number of hits a Web page gets simply represents the physical interactions performed by one or several individuals. Hits do not tell you anything about the level or quality of response, or the leads generated or qualified. A variety of Web analysis tools and service providers at both the low end and high end now go beyond counting hits. You can use these tools and services to track and analyze a visitor’s interactions with your Web pages—sometimes right down to how long someone stays on a certain page or even a certain item on the page. This kind of information can be very useful in improving your Web site and making general judgments about marketing efforts. There are second-generation tools and services that improve analysis considerably. Now you can learn
even more about the way a visitor interacts with your Web pages.