No performance tracking

A very large percentage, maybe more than 75% of website owners, don’t use analytics tools to track their site’s performance.

You invested time and money into your website, and are likely still investing in it regularly, even if it’s just for the hosting cost. It makes sense to know how this investment is performing.

No doubt one of the many reasons for having your business website (if not its only reason) is its use as a marketing tool. And all the most effective forms of marketing are where things are tracked.

Tracking your site’s performance, as you’re no doubt aware, gives you the power of information. The data you collect in various ways can help you discover what’s working and what isn’t.

Success comes from doing more of what’s working, and stopping what isn’t working. Over time this saves you time and money, and increases your return on investment.

In the online world, tracking, testing and adjusting is easy. Google Analytics is the most widely used service, and comes with a large array of tools to give you the insights you need – about the behaviour of your visitors, where your traffic comes from, and so on.

However you generate traffic, and whatever your website does to convert visitors into customers, you’re pretty much working in the dark if you aren’t tracking – and learning from – the site’s performance.