There is a story about John Wanamaker, the marketing genius and owner of Wanamaker’s Department store in Philadelphia. Years ago, Wanamaker did so much advertising that someone asked him how he knew whether it worked or not. His answer, according to advertising lore, was "Half of my advertising works and half of it doesn't. If I only knew which half"... *

Of course he wasn’t engaged in Web Marketing. If he had been, he wouldn’t have that dilemma. You see web marketing is totally measureable. Although you may not know before you implement a certain technique, you certainly can know what actually works.

How do you measure results with web marketing?

·         Web analytics on your website

·         Tracking phone numbers

·         Web only specials –

·         A form on the website that when completed provides a certain discount

Website Analytics

This is a piece of HTML code that the web developer will put on every page of your website that will provide a wealth of information about who saw that page of your website

Tracking phone numbers

A tracking phone number is used instead of your regular phone number and can be placed anywhere you desire to measure calls separately. For example a tracking phone number placed on your website will tell you who called by obtaining your phone number from your website. The tracking phone number will ring your regular business line and the caller will not see anything any different. In addition a tracking phone number an be set up to measure caller ID information as well as record the calls.

Web Only Specials

This is a simple technique used long before the invention of the web, but involves the description of a special that can only be found on the web. It could be a set $ amount off for example as opposed to a per cent reduction in price. The user can be asked to print a coupon only obtainable from the website as an alternate way of determining where the customer obtained the information about your business.

Web Form

A web form provides you or the website owner information about the prospect by asking for certain types of fields to be filled in on the web. As the website owner you know this information came from your website.