Working through year end reports for some 30+ small to medium sized businesses, what is evident is those who had a successful 2009 online are the ones who were actively working their websites to grow their online presence.
The proof is in the analytical data. I have completed about 25% of my year end status reports and time over time the ones not working their sites are showing little to no growth, and the clients who have put in the time are singing praises to their websites!
A snapshot of a website with no growth:
Below is actual Google Analytics data of a client who’s new website launched in mid 2009. This client has done little to no work on their web site and their site traffic remains stale at around 100 visits per month – that equates to 1 visit every 3 days people – and this is an e-commerce site…
Inactive website showing little no growth 4th quarter 2009
On top of the lack of traffic they have made one very small sale since the site launched. Below is the Google Analytics Goals data for this same web site for the same period of time:
Google Analytics data showing goal conversions on inactive website.
In the marketing plan were tasks such as product description optimization and enhancement, content development, and addition of new products. Needless to say, little to no content was developed and no products have been added since the site launched in mid 2009. I should note that this site is very competitive in it’s pricing and has thousands of products they could be selling online. At the current time they maybe have 150 products active on their e-commerce site.
A snapshot of a website continuing to gain momentum:
The second example below is a site that only launched in September of 2009. I should note this site has less products than the site shown in the first example. This small business actively looks for ways to improve the site and add other methods for goal conversion and lead generation.
Google Analytics on an actively worked website.
As you can see from the start, site visits continues to rise. This customer actively writes new content for their site, and enhances the current site content and product information. New service offerings are being added on a regular basis based on their brick and mortar business in ways that make sense to their online customers.
Below is the same period of time for the active customer and the goal conversions on their web site:
Google Analytics Goal Conversions on an active site.
When the site launched in September there were 3 ways to convert traffic. Online sales and two other lead generated activities. This actively worked website now has 13 goal conversion types being tracked online, each of which is a lead generator.
I should note that this second example probably puts in an hour a week on their website. (maybe two hours). Compare that 1-2 hours of effort per week on a website in traffic and conversions to the customer who spends 0 hours per week on theirs. Image what 4-8 hours per month could do for your business.
These customers are selling very different products and reaching unique audiences, but across the board I am seeing the same trend in my year end reports. Sadly, this is not a new trend. I refer back to my post in March of 2009 “Define Your Website with Content”. Nothing has changed since I wrote that almost a year ago. This is not the Field of Dreams and where your website is concerned the phrase “If you build it they will come” does NOT apply!
Please resolve yourself to dedicate 10 hours per month to your online presence. Look for ways to generate new leads and drive traffic and sales to your site. Not sure how to write new content? Use your analytical data to drive you. Google Analytics can be your best friend if you use it properly and listen to what it’s telling you.
I wish you a happy and prosperous 2010!
{ 1 comment… read it below or add one }
hi there
Fantastic blog thanks for sharing!
Regards
Marina