Re: Hit Counting and what it will never tell you ...

So very true.

Christopher M. Batman

----- Original Message -----
From: "Chris Bickford" <cbickford(at)sitebuilder.org>
To: <hwg-techniques(at)hwg.org>
Sent: Tuesday, January 25, 2000 8:49 AM
Subject: RE: Hit Counting and what it will never tell you ...


> From: ideas(at)creativegenius.ca
> > With all of the recent posts being made concerning hit counting and
> visitor
> > tracking techniques I thought I would jump in and indicate that no
amount
> > of hit counting, visitor tracking, server log analysis will ever give
you
> > the only two stats you as web site owners should be tracking.
>
> More or less the case, but somewhat of an oversimplification.  How about
> cost per lead and cost per sale?  What if you have to pay for advertising
on
> Yahoo to get decent sales to hit rates.  Given the CPM costs, is it worth
it
> to buy advertising there?  It depends on volume and price of the product
you
> sell, and will be quite different depending on if you sell PC software or
> cars.
>
> I've done work on web statistics with a large manufacturing compaany, and
> they were interested in a number of things about site traffic and how it
fit
> with their overall brand identity efforts, and didn't (couldn't) track
lead
> to hit information.
>
> Being my size, I tend to be wary of one size fits all solutions...
>
> Consider:
>
> How about repeat business by marketing channel?  Certainly, business is
> business, but if you see which channels yield the most qualified
prospects,
> you can see where to focus your effort.
>
> What about brand identity as an aid in other sales?  I'd gladly pay for a
> simple hosted site that could result in one sale being made by other
means.
> Given our project sizes and costs, I'd pay a year of hosting for one sale.
>
> Don't get me wrong.  Considering leads per hit is a good first step, but
you
> need to be able to do a more full analysis of the cost of getting leads
and
> the profit model of your business to understand where your time and effort
> investment in the web is a useful thing.  And you need to understand your
> marketing and branding efforts to see how the web fits into that picture
> overall.
>
> > Simon Rolfe, Senior Partner
>
> --
> Chris Bickford - cbickford(at)sitebuilder.org - Director, Technical Services
> http://www.sitebuilder.org/ - The sitebuilder.org Company
> http://www.sitebuilder.org/products/ - a customizable solution that is
> just another example of what we can do for your organization.
>
>

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