If you are a person in charge of Internet marketing for a company, the first thing you might do when you turn on your computer every day is to look at yesterday’s traffic data, including the number of visits, absolute IP, page views, average page views, search engine sources, and website dwell time. , bounce rate, new visits, etc. Next, we will evaluate the visit effect, telephone consultation volume and other work. Corporate websites are different from webmaster websites. Among all traffic data, the most important thing for enterprises is the customer conversion rate. That is to say, the traffic of corporate websites does not lie in large quantities but in refined ones. At present, there are several main sources of corporate websites: 1. Direct traffic to the website; 2. Recommended websites (usually traffic from recruitment websites); 3. Search engines (google/baidu/yahoo/bing/sogou/soso, etc.).
What aspects should we pay attention to when analyzing and evaluating traffic? First, proportion. A high proportion of website direct traffic indicates that some old customers often visit your website to obtain information. A high stickiness of the website (analyze IP address), a high proportion of recommended websites indicates that Recently, corporate activities have been relatively frequent (recruitment, marketing activities, etc.). The high proportion of search engines indicates that the company has begun to achieve certain results in carrying out search engine marketing. From the perspective of judging the effectiveness of corporate network operations, companies will have different market plans in each period. But the most important point is that search engine marketing is from beginning to end, which means that corporate network marketing needs to be laid out and strategically planned from the beginning.
The maintenance of old customers and the development of new customers are complementary to each other for running a business. Customer relationship management through Internet marketing can play a certain role. First, old customers learn about the company's latest market activities and new product releases through the Internet, and then combine email marketing and telephone marketing to keep the customer relationship network open; potential new customers learn about the company through search engines and telephone marketing, and then combine it with website content construction. Build customer interest and intent.
Part of the website traffic and customer conversion are mainly analyzed through website surveys, but is the role of website surveys significant? According to the ready-made website survey methods, whether they are old customers or new customers, there is a feeling that it does not matter. On the one hand, the survey method is monotonous and on the other hand, the innovation and creativity of the website survey are poor. Website surveys can be used as currency detectors for corporate website viral marketing and as the focus of customer relationship management. However, the biggest drawback of current corporate websites is the lack of creativity and innovation in website surveys. To put it more obscurely, website research is not about understanding its connotation in words but about its purpose from the perspective of business operations.
Website traffic and customer conversion rate. How to judge the customer conversion rate? When considering the customer conversion rate from the perspective of business management, there is a theory of black cats and white cats. Whether it is a black cat or a white cat, it only needs to catch mice. From another aspect, how we analyze the customer conversion rate in online marketing is still important. First, bounce rate, second, webpage residence time, third, webpage conversion rate, fourth, and keyword sources are mainly used to make preliminary judgments from these four aspects. However, from the statistical re-analysis of weekly and monthly reports, there will be more reference data that can be provided to the business department as a reference for the company's changes in the market and changes in customer interests.
The relationship between website keyword optimization and traffic, website optimization is referred to as SEO. The simplest optimization of the website is the writing of the title TITLE, and the most important thing is also the writing of the title. Why is the title so important? The title on the homepage of the website should be the content that best reflects the core competitiveness of the company rather than empty keyword stacking. Currently, search engines are more strict than before in the inclusion and ranking of websites. How to reflect the power of the title? Combining it with the company's own marketing purposes and core competitiveness does not necessarily depend on the search engine's face.
In any case, enterprise network marketing is ultimately not won by network traffic, but requires a certain amount of wisdom and determination. Originated from (www.bigsem.cn).