Is your marketing working? Part 2

These days, there are thousands of ways to market your firm. So how do you know which tactics will work? Determining the efficacy of your marketing campaigns has always been difficult—until now.

Part of the beauty of web marketing is that you can track and measure what works and what doesn’t. For example, Google Analytics can reveal many details about who is visiting your site and the actions they are taking online.

Here’s an important metric to help you determine whether your web marketing efforts are paying off:

Bounce rate. A web visitor may “bounce” off your website after viewing only one page of content. For example, if 10 people visit your website and seven of them leave after viewing only one page of content, your bounce rate is 70 percent. A high bounce rate indicates that the content on your website isn’t engaging enough.

2 ways to improve your bounce rate:

A clean, professionally designed homepage. Visitors quickly form an impression of your site and are likely to leave if it appears outdated or unprofessional.

Clear navigation. If your web visitors can’t find the information they’re looking for, don’t expect them to stick around.