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Measuring Your Web Success

Measuring Your Web Success. Hovhannes Avoyan, Sourcio. “IT Solutions for Tourism Industry” CAPS Workshop Yerevan April 14, 2009. Introduction. Web is economical and efficient way to promote your services and increase sales In order to work well your website needs permanent tuning

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Measuring Your Web Success

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  1. Measuring Your Web Success Hovhannes Avoyan, Sourcio “IT Solutions for Tourism Industry” CAPS Workshop Yerevan April 14, 2009

  2. Introduction • Web is economical and efficient way to promote your services and increase sales • In order to work well your website needs permanent tuning • Tuning requires discipline of permanent measuring of key performance metrics and taking actions

  3. 5 Dimensions to Measure • Internet marketing and advertisement • Search engine and social media ranking • Site availability • Site visitors • Server performance

  4. 1. Internet Marketing • Online advertisement, sponsored search • Pay per click, pay per impression, pay per action • Metrics to watch: Clicks, Impressions, CTR, CPC, CPM, conversion • Actions: tune your ads to reach higher CTR and lower CPC, improve conversion

  5. 2. Search Engine and Social Media Optimization • Generating publicity through search engines, social media, online communities and community websites • Metrics: page ranking, alexa index, indexed pages, backlinks, social bookmarks, search position per keywords • Actions: content reach site, add backlinks, keyword optimization

  6. 3. Uptime and availability monitoring • Ensure that a website is available to users and downtime is minimized. • Amazon found every 100ms of latency cost 1% in sales. • Google found an extra 0.5 seconds in search page generation dropped traffic by 20%. • A broker could lose $4 million in revenues per millisecond if their electronic trading platform is 5 milliseconds behind the competition. • Metrics: response time from target markets, uptime • Actions: move sites closer to target market, better connection, reliable hosting, better software and maintenance

  7. Armenian Travel Sites Response time

  8. Armenian Travel Sites downtime

  9. 4. Web traffic monitoring • Monitor your web traffic • Metrics: impressions, unique visitors, sources, browsers, conversation rate, countries • Actions: browser, country optimization, check referring sources, check effect of your campaigns.

  10. 5. Server performance monitoring • Technical monitoring to prevent website failure • Metrics: CPU, storage, RAM, network bandwidth • Actions: timely backup, upgrade server, cleaning disk space.

  11. Final notes • There are tools available to automate monitoring • Successful website can generate significant profit • Tourism is one of the key industries which will benefit from Internet • It will also help to promote Armenia brand worldwide • Sourcio can provide tools and consulting For more information please email info@sourcio.com

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