Often ignored by the novice internet marketer, website analytics have a key role to play in any successful marketing strategy. Careful analysis of even the most rudimentary statistics will often highlight areas for improvement that can make or break the average campaign.

In this article we'll take a look at some simple steps to ensure you're getting some sort of tangible return on your marketing efforts, and why using analytics might not be such a scary proposition after all...

Step 1: Define the Sales Process However you refer to the sales process, the first step is identifying each stage of the journey and understanding what is expected of your customer. Consider the following questions:

How is the visitor incentivised to engage with your sales process? How does each phase of the process relate to your overall sales strategy? How is the customer guided through the process?...