Fasthosts Reports That Firms Are Not Measuring If Their Website
on: September 25, 2009, 6:48 am
a leading web hosting provider and domain name registrar, reports
that 43 per cent of UK companies admit that they have no quantifiable
method of measuring whether their website is effective, according
to recently released research released.
study of 430 UK firms* by Fasthosts
found that whilst the average business has published a website
for 3-4 years, a huge number of businesses have no numerical grasp
on how well their website is performing, or whether it is leading
to sales. One in four owners do not believe their website has
potential as a sales channel. A remarkable 77 per cent of firms
fail to measure any type of 'return on investment' for their websites,
and 1 in 3 owners (34 per cent) admit that they have never considered
checking the popularity or effectiveness of their website. The
research suggests that many companies are failing to analyse and
optimise online as diligently as they do other areas of their
studies show that the majority of business owners today realise
the importance of having a presence on the Internet, it appears
that a great many do no more than publish their website. Fasthosts'
survey of 430 small local businesses using a website, found that
over 40 per cent currently do not use data (such as a graphical
statistics tool to assess whether their website is working
to support their business goals. During the first half of 2009,
the vast majority of SMEs (83 per cent) have not analysed their
websites performance against their business plan.
half of businesses feeling happy with their websites and 43 per
cent viewing these as integral to their marketing efforts, it
would appear that a great many firms simply do not know whether
their website is making the right impact. Only 57 per cent of
firms do monitor their website performance by checking an overall
traffic volume statistic for their homepage. However, only 40
per cent currently analyse where their website visitors are being
referred from, an essential element of effective online marketing.
Furthermore, only 33 per cent of owners who do measure their website
look at the click-through rates to individual sections of the
is perhaps unsurprising over three quarters of businesses questioned
(77 per cent) make no assessment of 'return on investment' for
their websites. Only 11 per cent of those surveyed, judged the
effectiveness of their website in terms of 'clicks vs. sales'
or 'web cost per order'. Worryingly, the research would suggest
that for a significant number of companies, expectations for their
website are rather low. 1 in 4 owners (23 per cent) still do not
believe their website has potential to be a sales channel.
nowadays easy-to-use tools are available for any business owner
to evaluate the effectiveness of their website themselves. For
example, Fasthosts provides its hosting customers with a free
MatrixStats tool, a graphical web statistics tool that provides
an instant snapshot of how well websites and domains are performing.
Steve Holford, CMO Fasthosts Internet Ltd., said: "By taking
note of their website statistics and making necessary changes,
many companies we work with enjoy a real fiscal impact."
- ends -
* 431 UK businesses with a website surveyed via electronic feedback
Fasthosts is the UK's number one web hosting company and is the
UK market leader for reseller
web hosting. Based in the UK and operating 24x7 from their
dedicated UK data centres, Fasthosts keeps over 1 million domains
running smoothly and ensures over 6 million emails are delivered
safely each day. All Fasthosts services can be self-managed through
the award winning Fasthosts web-based control panel that provides
customers with unparalleled online control, enabling them to manage
hosted services including domain
name registrations, shared web hosting, business-class email,
dedicated servers, software-as-a-service, internet merchant accounts
and unlimited broadband.
further information please contact:
154 Southgate Street
+44 (0)1452 561 857