Setting up a website is the very first step of an Internet marketing campaign, and the success or failure of your site depends greatly on how specifically you have defined your website goals. If you don’t know what you want your site to accomplish, it will most likely fail to accomplish anything. Without goals to guide you in developing and monitoring your website, all your site will be is an online announcement that you are in business.
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Just because hoards of people have passed through your gates does not mean your site is successful. Usually, you want those visitors to actually do something there. It is equally important to monitor the number of visitors to your site who made a purchase. This figure is called the site conversion rate, and it is an essential element of the efficacy of your website.
Another factor to examine is how easy it is for a visitor to your website to accomplish the action the site is set-up for. For example, if your goal is for the visitor to fill out a form, is this form easily accessible, or does the visitor have to go through four levels to get to it? If it’s too difficult to get to, the customer may just throw in the towel and move on to another site. Make sure your buttons are highly visible, and the path to your form or ordering page quickly accessible.
