Just under half of UK companies have no method of measuring whether their website is effective or not, according to research released by web hosting firm Fasthosts.
The study found that the average business has had a website for three to four years but 43% have no method to measure how useful the site is in terms of generating sales or how well the site is performing.
77% of firms fail to measure any type of return on investment for their websites, and 34% admit that they have never considered checking the popularity or effectiveness of their website.
"In today's difficult economic climate, the web has never been more relevant for every type of UK enterprise. However, a huge number of firms continue to invest blindly in a web presence without checking whether it is earning its keep. Irrespective of the scale of web project, every business will benefit from using simple statistics to monitor efficiencies and ensure that every visitor is being capitalised upon," said Steve Holford of Fasthosts.
www.ukba.co.uk
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These statistics are probably true for other forms of marketing that SME's use as well. The point about marketing investment is that for every £1 that you put in, you should received £1+ back in increased revenue yet few SME's seem to bother measuring the impact of their activities.
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