Tourism Internet Marketing U

A Primer Into Web Metrics

Over the past few years, the Internet has come a long way toward being a sales and distribution channel for most businesses. As with any distribution channel, there are costs involved. Where business costs are involved, the owners want to see a return on their investment. To determine the return on investment, businesses need to measure and analyze a number of things.

Over the past year we have seen more and more companies allocate significantly more of their marketing budget to Internet marketing. Businesses are taking the Internet very seriously these days. Businesses are beginning to measure their web site’s effectiveness from both a marketing and a merchandising perspective.

This blog will cover the following topics related to web metrics:

• Measuring your online success
• What to measure
• Conversion ratio
• Sales per visitor
• Cost per visitor
• Cost per sale
• Net profit per sale
• Return on investment
• Web metrics tools

For more useful information on Web Metrics, check out my book! Now, in its second edition, 101 Ways to Promote Your Tourism Business Web Site!

-Written by Susan Sweeney