Watching Websites
Watching Websites
Watching Websites
At many of the companies surveyed, nobody sees the big picture. Different people watch different parts of their web presence. IT tests a site's uptime, marketers' count visitors, UI designers worry about how test subjects navigate pages, and market researchers fret over what makes customers tick.
The walls between these disciplines can't stand. Each discipline needs to know how others affect it. For example, bad design, leads to abandonment and missed revenue. A misunderstanding of visitor motivations makes otherwise compelling offers meaningless. Slow page loads undermine attractive websites. And successful marketing campaigns can overwhelm infrastructure capacity. As a result, these once separate disciplines are being forced together.
Your online marketing battle isn't just fought on your own websites. Right now, someone online is forming a first impression of you. Right now, your brand is being defined. Right now, someone's comparing you to a competitor. The battle is happening out in the open, on Twitter, Facebook, reddit, and hundreds of other blogs, mailing lists and forums.
While it's essential too watch your own websites, its just as important to keep track of your own competitors and the places where your established and potential communities hang out online. If you want to survive and thrive, you need to be aware of all your interactions with your market, not just those that happen within your own front door
Complete web monitoring isn't just about watching your own website. It is about watching every website that can affect your business. Those sites may belong to you, or to someone else in the company, or to a competitor. They may even belong to someone who's not a competitor, but who strongly influences your market's opinion.
Every web business tracks key performance indicators (KPIs) to measure how well its doing. While there are some universally important metrics, like performance and availability, each business has its own definitions of success. It also has its own user communities and competitors, meaning that it needs to watch the Web beyond its own sites in different ways.
Consider, for example, a search engine and an e-commerce site. The search engine wants to show people content, serve them relevant advertising, then send them on their way and make money for doing so. For a search engine, its good when people leave as long as they go to the right places when they do. In fact, the sooner someone leaves the search engine for a paying advertiser's site, the better, because that visitor has found what she was looking for.
Bt contrast, the e-commerce site wants people to arrive(preferably on their own, without clicking on an ad the e-commerce site will have to pay for) and stay for as long as it takes them to fill their shopping carts with things beyond what they originally intended.
The operators of these sites not only track different metrics; they also want different results from their visitors: one wants visitors to stay and the other wants them to leave.
That's just for the sites to run themselves. The retailer might care about competitors' pricing on other sites, and the search engine might want to know it has more results, or better ones, than others. Both might like to know what the world thinks of them in public forums, or whether social networks are driving a significant amount of traffic to their sites, or how fast their pages load.
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