What types of websites are best suited for digital marketing and why? How can you use website analytics to determine the effectiveness of a digital marketing plan? Explain and provide specific examples to support your response.
This is a very subjective question. Nowadays, any kind of website can be used for digital marketing. However, the objective of the marketing campaign matters greatly in this regards. Nonetheless, if we have to choose a particular type of website, we would like a dynamic website that is heavy on content to be the best bet for digital marketing campaigns.
A website that is dynamic can be tweaked with comparative ease to make it responsive (works well with desktop, tablet, or mobile). It can also have various systems built into it even though integrating marketing snippets may be a little more complicated than a static website. The next attribute that we like is the amount of content. A text heavy website is easier to get indexed in search engine. As a result, it is better accepted by search engines. This makes the work of SEO easier. With SEO in place, we can approach SEM with comparative ease. This is why we should prefer a content (text) heavy website.
Website analytics provide various types of data. For example, it can tell us how many visitors arrived on our website. How many of these visitors clicked on a specific button and how many of them actually purchased a product, watched a view, placed an order, filled up a form, etc. Overall it can track from visit to conversion. When a build a website and see that the analytics is showing a certain behavior then we can consider it to be our strength or weakness and fix it. Let’s take an example.
Consider that we are in an industry where the (secondary) research shows that ratio of visitors to trial to order is 500:30:2. This means if 500 visitors come to a website, 30 of them signs up for free trial and 2 of them becomes paid customer. Our website analytics can tell us our performance and help us decide where to improve. If our own ratio is 500:10:2 then we know that we are falling behind in getting people to sign up for trial. Thus we should be more aggressive. We could most likely prepare various different versions of the sign up page and perform A/B analysis to determine the better one and then check the efficiency.
This way, website analytics can give us hints on where to improve the website effectiveness.
What types of websites are best suited for digital marketing and why? How can you use...
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