Report Says That Firms Are Not Measuring If Their Website Is Working

Fasthosts, a leading web hosting provider and domain name registrar, reports that 43 per cent of UK companies admit that they have no quantifiable method of measuring whether their website is effective, according to recently released research released.

The study of 430 UK firms (431 UK businesses with a website surveyed via electronic feedback form) by Fasthosts found that whilst the average business has published a website for 3-4 years, a huge number of businesses have no numerical grasp on how well their website is performing, or whether it is leading to sales. One in four owners do not believe their website has potential as a sales channel. A remarkable 77 per cent of firms fail to measure any type of ‘return on investment’ for their websites, and 1 in 3 owners (34 per cent) admit that they have never considered checking the popularity or effectiveness of their website. The research suggests that many companies are failing to analyse and optimise online as diligently as they do other areas of their operation.

Whilst studies show that the majority of business owners today realise the importance of having a presence on the Internet, it appears that a great many do no more than publish their website. Fasthosts’ survey of 430 small local businesses using a website, found that over 40 per cent currently do not use data (such as a graphical web statistics tool to assess whether their website is working to support their business goals. During the first half of 2009, the vast majority of SMEs (83 per cent) have not analysed their websites performance against their business plan.

Despite half of businesses feeling happy with their websites and 43 per cent viewing these as integral to their marketing efforts, it would appear that a great many firms simply do not know whether their website is making the right impact. Only 57 per cent of firms do monitor their website performance by checking an overall traffic volume statistic for their homepage. However, only 40 per cent currently analyse where their website visitors are being referred from, an essential element of effective online marketing. Furthermore, only 33 per cent of owners who do measure their website look at the click-through rates to individual sections of the site.

It is perhaps unsurprising over three quarters of businesses questioned (77 per cent) make no assessment of ‘return on investment’ for their websites. Only 11 per cent of those surveyed, judged the effectiveness of their website in terms of ‘clicks vs. sales’ or ‘web cost per order’. Worryingly, the research would suggest that for a significant number of companies, expectations for their website are rather low. 1 in 4 owners (23 per cent) still do not believe their website has potential to be a sales channel.

However, nowadays easy-to-use tools are available for any business owner to evaluate the effectiveness of their website themselves. For example, Fasthosts provides its hosting customers with a free MatrixStats tool, a graphical web statistics tool that provides an instant snapshot of how well websites and domains are performing.

Steve Holford, CMO Fasthosts Internet Ltd., said: “By taking note of their website statistics and making necessary changes, many companies we work with enjoy a real fiscal impact.”

Via EPR Network
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Tracesmart Won The South Wales Chamber Of Commerce Excellence In eBusiness Award For 2009

The Cardiff based people search specialists, Tracesmart, have won the South Wales Chamber of Commerce Excellence in eBusiness award for 2009. The award was presented to Tracesmart by the distinguished journalist and television personality, John Sergeant at a glittering ceremony and dinner to honour the best in Welsh business. The event was the culmination of the Chamber’s Business Week in Wales.

Following 10 years of growth, investment and continued technical advancement, Tracesmart has developed one of the UK’s leading people tracing facilities. Utilising a range of consumer datasets, including the continuously updated electoral roll, the online resource delivers an intuitive tracing service to the general public.

The web based facility offers, amongst a multitude of functions, an address search feature, affording consumers an easy to use resource to find relatives and friends. The facility has, over the years, helped reunite thousands of families and friends, whose stories have often attracted media attention.

Mike Trezise, Tracesmart’s Managing Director commented, “We are delighted to have won the Chamber of Commerce Excellence in eBusiness award, it’s a notable mark of distinction and a tribute to the work we do at Tracesmart. We constantly strive to develop and improve our online services, and it’s great that our work has been recognised.”

Tracesmart’s Communications Manager, Owen Roberts added, “The South Wales Chamber has built up an excellent reputation within Wales and has firmly established itself as the nation’s most prominent business support organisation. We are proud to be associated with the Chamber and are extremely pleased to have won the award. The company has changed and grown significantly over recent times and we are now reaping the benefits of our hard work.”

Tracesmart will now receive automatic entry to the British Chambers of Commerce national awards.

Via EPR Network
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