In the world of sales and marketing, there is no shortage of data to analyze. We understand that many would-be marketers are hesitant to look at data in the first place, because data has a way of exposing the flaws in the pretty pictures and cool copy that most marketing firms specialize in delivering. But for those vigilant marketers who want to actually measure results and optimize their efforts, the question remains: what metrics should I be tracking?
Every company has information that they need to communicate to other businesses or consumers and yet may not always have access to a professional graphic designer. Whether it’s due to time or money limitations often companies turn to a non-designer to step in and be the hero who saves the day by designing an effective flyer, brochure, webpage, or any number of promotional materials. The results however are typically sub-optimal.
The world is full of websites. Some websites are clearly better than others, but how do we evaluate the quality of a website? Obviously, there are a number of characteristics that we can use to evaluate a site. The way it looks, the visual elements, the user experience, the story it tries to tell. And as I am sure most of you know first-hand, we can invest a lot of time and money into developing websites that look amazing, engage visitors, and tell our story in a meaningful way. But is your website generating quality leads for your organization? Because if it's not, it is very hard to determine the return on investment that you made in your website.