Tag Archives: ClickTracks Analytics Inc.

Are Web Analytics Worth It?

our beautiful site

Page views, distinct hosts, conversion rates, and visitor segmentation. It’s enough to make any small to mid-size business owner’s eyes glaze over. However, those are but a few of the myriad of terms that crop up in the science of Web analytics. “There are literally hundreds of performance indicators. There’s so much data available it’s easy to get overwhelmed,” says Megan Burns, a senior analyst from Forrester Research, the Cambridge, Mass. IT research firm. It’s also easy to get confused with what Web analytics are for in the first place. “Most business owners don’t pay enough attention to Web analytics. Usually, it’s because it’s harder than they expected,” says Eric Peterson, author of Web Analytics Demystified. Reasons to use Web analytics Generating raw data is what Web analytic tools do best. This data is ultimately about the behavior of your online customers, what pages or features they visit on your website, and ultimately whether they buy your products. When the numbers are added up, you can get metrics that can tell you a tremendous amount about whether your Web strategy is working. There are a variety of Web analytics tools available today, from free products to services that will help analyze your results. Depending upon which analytic tools you deploy, you can find out an array of information about your customers and therefore your website, such as: What is the geographic location of your customers? How long do customers spend on certain pages? Which website features generate the most hits? Which landing pages most often lead to customer purchases? Challenges of Web analytics All that data is great to gather, but before a business takes the plunge into the world of Web analytics, you need to ask yourselves some key questions about whether your business has the time, money, and staff to put the data to good use. Interpreting Web data is not a job for the webmaster or the IT person who keeps the network up and running. At larger companies, there are entire Web analytic teams. Most small businesses cannot even afford a full or part-time Web analyst. More likely the boss, the finance director, or marketing director will have to get up to speed in interpreting Web data. “The dirty little secret is that Web analytics is hard. Companies say it’s easy. The truth is its difficult to learn and requires effort,” says Peterson. The good news is there is a very active community of Web analytic practitioners. The Web Analytics Association is a good place to start. It offers articles, as well as links to other resources, training and workshops. How to make Web analytics work Interpreting the data and determining it’s relevance to a specific business is where the challenges begin. Here’s a roadmap of how to get the most out of Web analytics: Define the goals of the website itself. What makes the site successful for the business: generating leads, selling products and services, or driving lots of traffic to serve advertisements? Target the performance indicators that will define success.For example, in the case of an e-commerce site, the relevant data may be the number of orders generated or the “add to cart” conversion rate (the ratio of people who added a product to their cart, but didn’t finish the transaction). On the other hand, a site that makes its money from serving ads would be looking more at impressions (the raw number of advertisements downloaded within a page), average number of pages viewed per visitor, or the frequency of their returning to the site. Monitor those indicators on a regular basis.Whether it’s once per day, per week, or per month, it’s important to track those benchmarks on a regular basis. The numbers need to identify trends, not flukes in visitor behavior. Consistent vigilance is the only way to distinguish between the two. Diagnose the results properly.It’s very easy to misinterpret data. For example, one might assume a visitor’s time spent on the site was time focused on the content. In fact, it may just mean someone clicked onto a page and left it open while checking their e-mail in another window. “Think of Web analytics as part of a toolkit of techniques and technologies to diagnose the health of your website,” Burns says. “It measures behaviors like what visitors do, what they look at and where they abandon the process. What it doesn’t tell you is why.” Free solutions or paid? There are a number of free tools available. Google’s analytic tools are, by far, the most popular to provide you with basic insight into how people find your website and determine whether to buy keyword-based advertising on Google’s search service. However there are paid solutions that are sometimes worth the cost, as well. Peterson highlights the differences, listing the typical upgrades that come with a price: Visitor segmentation behavior: This gives you the ability to drill down and compare the activities of different audiences. This may be a comparison of visitors from different geographic locations, new versus returning customers, or customers who buy from one product line versus another. Such comparisons can offer a treasure trove of insights for marketing managers. Importing other data. If a company can mash up accounting information with Web performance indicators, then calculating the gross margin per visit becomes possible. In addition to measuring the health of the site, now it’s helping to measure the health of the business itself. Tech support and education.What good is a tool if it’s not being used to its full potential? “The best way to learn about Web analytics is to have someone to call who can answer your questions,” says Peterson. Conclusion One of the most interesting aspects of the digital age is the amount of data that is generated about consumer behavior — and therefore about business. If your business has the resources, Web analytic tools can provide insights that it would take your business years of analyzing sales reports to comprehend. The free tools are fine if you have the expertise to make use of the data. Peterson advises that it’s sometimes worth it to pay someone else to help interpret the numbers. Businesses should plan on spending around $7,000 dollars up front for software tools and $500 to a $1,000 a month, thereafter, in service fees. That may sound like a major expense, but it can be pennies on the dollar if companies can help translate that information into having a positive effect on the bottom line. SIDEBAR: Web Analytics Vendors Some of the paid solutions on the market today for small to mid-size business owners include: ClickTracks — One of the least expensive paid solutions on the market. The visual interface helps answer questions about why your website visitors do what they do, how your search engine optimization plan is working, and whether your website is earning ROI. Visual Sciences – This company provides its clients, regardless of their analytics expertise, with applications to better understand and optimize website and Internet marketing programs. Visual Sciences offers real-time reporting and tailored applications for your business. Coremetrics — Online Analytics product captures every click of every visitor over time so that they can give you the intelligence you need. Features include a 3D view of the effectiveness of your marketing campaign, insight into shopping cart abandonment, and content analysis. WebTrends – This analytic product not only gives you data about customers but enables you to see if your Web 2.0 investments are paying off by measuring and testing visitor interaction with AJAX, online video and more. It also helps you identify content, channels and campaigns that best keep visitors engaged.

Are Web Analytics Worth It?

our beautiful site

Page views, distinct hosts, conversion rates, and visitor segmentation. It’s enough to make any small to mid-size business owner’s eyes glaze over. However, those are but a few of the myriad of terms that crop up in the science of Web analytics. “There are literally hundreds of performance indicators. There’s so much data available it’s easy to get overwhelmed,” says Megan Burns, a senior analyst from Forrester Research, the Cambridge, Mass. IT research firm. It’s also easy to get confused with what Web analytics are for in the first place. “Most business owners don’t pay enough attention to Web analytics. Usually, it’s because it’s harder than they expected,” says Eric Peterson, author of Web Analytics Demystified. Reasons to use Web analytics Generating raw data is what Web analytic tools do best. This data is ultimately about the behavior of your online customers, what pages or features they visit on your website, and ultimately whether they buy your products. When the numbers are added up, you can get metrics that can tell you a tremendous amount about whether your Web strategy is working. There are a variety of Web analytics tools available today, from free products to services that will help analyze your results. Depending upon which analytic tools you deploy, you can find out an array of information about your customers and therefore your website, such as: What is the geographic location of your customers? How long do customers spend on certain pages? Which website features generate the most hits? Which landing pages most often lead to customer purchases? Challenges of Web analytics All that data is great to gather, but before a business takes the plunge into the world of Web analytics, you need to ask yourselves some key questions about whether your business has the time, money, and staff to put the data to good use. Interpreting Web data is not a job for the webmaster or the IT person who keeps the network up and running. At larger companies, there are entire Web analytic teams. Most small businesses cannot even afford a full or part-time Web analyst. More likely the boss, the finance director, or marketing director will have to get up to speed in interpreting Web data. “The dirty little secret is that Web analytics is hard. Companies say it’s easy. The truth is its difficult to learn and requires effort,” says Peterson. The good news is there is a very active community of Web analytic practitioners. The Web Analytics Association is a good place to start. It offers articles, as well as links to other resources, training and workshops. How to make Web analytics work Interpreting the data and determining it’s relevance to a specific business is where the challenges begin. Here’s a roadmap of how to get the most out of Web analytics: Define the goals of the website itself. What makes the site successful for the business: generating leads, selling products and services, or driving lots of traffic to serve advertisements? Target the performance indicators that will define success.For example, in the case of an e-commerce site, the relevant data may be the number of orders generated or the “add to cart” conversion rate (the ratio of people who added a product to their cart, but didn’t finish the transaction). On the other hand, a site that makes its money from serving ads would be looking more at impressions (the raw number of advertisements downloaded within a page), average number of pages viewed per visitor, or the frequency of their returning to the site. Monitor those indicators on a regular basis.Whether it’s once per day, per week, or per month, it’s important to track those benchmarks on a regular basis. The numbers need to identify trends, not flukes in visitor behavior. Consistent vigilance is the only way to distinguish between the two. Diagnose the results properly.It’s very easy to misinterpret data. For example, one might assume a visitor’s time spent on the site was time focused on the content. In fact, it may just mean someone clicked onto a page and left it open while checking their e-mail in another window. “Think of Web analytics as part of a toolkit of techniques and technologies to diagnose the health of your website,” Burns says. “It measures behaviors like what visitors do, what they look at and where they abandon the process. What it doesn’t tell you is why.” Free solutions or paid? There are a number of free tools available. Google’s analytic tools are, by far, the most popular to provide you with basic insight into how people find your website and determine whether to buy keyword-based advertising on Google’s search service. However there are paid solutions that are sometimes worth the cost, as well. Peterson highlights the differences, listing the typical upgrades that come with a price: Visitor segmentation behavior: This gives you the ability to drill down and compare the activities of different audiences. This may be a comparison of visitors from different geographic locations, new versus returning customers, or customers who buy from one product line versus another. Such comparisons can offer a treasure trove of insights for marketing managers. Importing other data. If a company can mash up accounting information with Web performance indicators, then calculating the gross margin per visit becomes possible. In addition to measuring the health of the site, now it’s helping to measure the health of the business itself. Tech support and education.What good is a tool if it’s not being used to its full potential? “The best way to learn about Web analytics is to have someone to call who can answer your questions,” says Peterson. Conclusion One of the most interesting aspects of the digital age is the amount of data that is generated about consumer behavior — and therefore about business. If your business has the resources, Web analytic tools can provide insights that it would take your business years of analyzing sales reports to comprehend. The free tools are fine if you have the expertise to make use of the data. Peterson advises that it’s sometimes worth it to pay someone else to help interpret the numbers. Businesses should plan on spending around $7,000 dollars up front for software tools and $500 to a $1,000 a month, thereafter, in service fees. That may sound like a major expense, but it can be pennies on the dollar if companies can help translate that information into having a positive effect on the bottom line. SIDEBAR: Web Analytics Vendors Some of the paid solutions on the market today for small to mid-size business owners include: ClickTracks — One of the least expensive paid solutions on the market. The visual interface helps answer questions about why your website visitors do what they do, how your search engine optimization plan is working, and whether your website is earning ROI. Visual Sciences – This company provides its clients, regardless of their analytics expertise, with applications to better understand and optimize website and Internet marketing programs. Visual Sciences offers real-time reporting and tailored applications for your business. Coremetrics — Online Analytics product captures every click of every visitor over time so that they can give you the intelligence you need. Features include a 3D view of the effectiveness of your marketing campaign, insight into shopping cart abandonment, and content analysis. WebTrends – This analytic product not only gives you data about customers but enables you to see if your Web 2.0 investments are paying off by measuring and testing visitor interaction with AJAX, online video and more. It also helps you identify content, channels and campaigns that best keep visitors engaged.

How to Learn Search Engine Optimization

Search engine optimization (SEO) is fast becoming a must-have body of knowledge for business owners. Nearly 91 percent of all Internet users resort to a search engine to find information, according to a recent survey by the non-profit Pew Internet and American Life Project. The question is: how easily can they find your business? You already could be making costly mistakes, such as a home page that is almost all images and little text, causing your site to have unnecessarily low rankings and little traffic. Or worse, you could be using hidden text and winding up with an every more onerous problem because some search engines ban sites that use tricks to improve rankings. Whether you are a do-it-yourselfer or you use an outside SEO firm, the more you know the more effective and successful your business can be online. I’ve assembled the five best categories of resources for business owners to learn about SEO and search marketing. To help with this article, I interviewed Jennifer Laycock, editor-in-chief of Search Engine Guide, a website designed specifically for business owners and entrepreneurs.  Conferences and seminars Attending search engine conferences is the fastest way to learn because it immerses you in the subject. When you are starting out, choose events designed to give well-rounded instruction in basic principles, such as Jill Whalen’s High Rankings seminars. Don’t go to advanced events intended for industry experts until you first learn the basics — trust me, you will just feel frustrated.  However, there is one good reason for a newbie to attend events targeting industry professionals, such as Search Engine Strategies conferences.  That’s to find and interview SEO vendors.  At no other venue will you find so many search professionals in one place at one time.  Books There are a few excellent eBooks — downloadable PDF documents — suitable for beginners.  The best eBooks typically come with a package of extras, such as lifetime updates, private forums, sometimes even money-back guarantees.  Aaron Wall’s SEO Book  is widely acknowledged as one of the best. Laycock’s own Small Business Guide to Search Engine Marketing is another I would recommend, because it focuses on SEO from the perspective of a business owner who is not a search expert.  Printed books, another possibility, are less expensive ($15 -$30 for printed books versus $75 – $100 for eBooks). The disadvantage is that printed books can get out of date quickly because search constantly changes. Tactics accepted several years ago, such as doorway pages, today may get your site dropped by search engines. If you opt for a printed book, make sure it is reasonably recent. Newsletters and blogs One of the great things about the Web today is that we are lucky to have so many excellent free newsletters and blogs on search.  Among newsletters, Jill Whalen’s High Rankings is notable, because she answers real-life questions from readers.  Among blogs designed for business owners, a particularly helpful one is Small Business SEM.  Carston Cumbrowski also has a helpful page of resources for SEO beginners. Search Engine Land  featuring search guru Danny Sullivan, is a good one to add to your reading list later on as your knowledge builds. It is industry focused, but has the advantage of experts who write on specific topics such as link-building and contextual advertising — not to mention its excellent blogroll of search sites to explore. Discussion forums As you begin to learn some of the basics of SEO, you will have questions.  Head to discussion forums to get answers.  Discussion forums are excellent sounding boards to bounce ideas off of others. Try Webmaster World and Digital Point Forums. When you first approach a new discussion forum, read and observe for a while before jumping in to participate.  Every forum has a “personality” all its own — make sure you feel comfortable.  Observing also helps you learn which participants’ advice to trust. Some participants are more knowledgeable than others. Interactive tools No article on search for newbies would be complete without mentioning some of the excellent free or low-cost tools available.  I have learned a great deal simply through using tools such as: WordTracker keyword tool — Using relevant keywords in your site content and when purchasing search ads can make all the difference in attracting visitors who actually buy. You may already know the obvious keywords, but WordTracker helps you broaden your choices to identify non-obvious terms. A free trial or a single day’s subscription costs around $8. Analytics programs — These help you understand which parts of your site visitors use most, such as which navigation links they click on most. Armed with that knowledge, you can make changes to your site to emphasize the most important elements to increase sales and newsletter signups. Google Analytics is a robust free analytics tool.  For those who run Google AdWords campaigns and do not like the idea of giving sensitive site data to the same company you purchase ads from, ClickTracks is an alternative.  ClickTracks offers a free version called ClickTracks Appetizer. SEO Moz page strength tool — This interactive tool gives you a quick snapshot of some of the factors search engines consider when determining site rankings.  Don’t take it as the complete word on ranking factors, but do have fun with it.   Anita Campbell is a writer, speaker and radio talk show host who closely follows trends in the small business market at her site, Small Business Trends.

How to Learn Search Engine Optimization

Search engine optimization (SEO) is fast becoming a must-have body of knowledge for business owners. Nearly 91 percent of all Internet users resort to a search engine to find information, according to a recent survey by the non-profit Pew Internet and American Life Project. The question is: how easily can they find your business? You already could be making costly mistakes, such as a home page that is almost all images and little text, causing your site to have unnecessarily low rankings and little traffic. Or worse, you could be using hidden text and winding up with an every more onerous problem because some search engines ban sites that use tricks to improve rankings. Whether you are a do-it-yourselfer or you use an outside SEO firm, the more you know the more effective and successful your business can be online. I’ve assembled the five best categories of resources for business owners to learn about SEO and search marketing. To help with this article, I interviewed Jennifer Laycock, editor-in-chief of Search Engine Guide, a website designed specifically for business owners and entrepreneurs.  Conferences and seminars Attending search engine conferences is the fastest way to learn because it immerses you in the subject. When you are starting out, choose events designed to give well-rounded instruction in basic principles, such as Jill Whalen’s High Rankings seminars. Don’t go to advanced events intended for industry experts until you first learn the basics — trust me, you will just feel frustrated.  However, there is one good reason for a newbie to attend events targeting industry professionals, such as Search Engine Strategies conferences.  That’s to find and interview SEO vendors.  At no other venue will you find so many search professionals in one place at one time.  Books There are a few excellent eBooks — downloadable PDF documents — suitable for beginners.  The best eBooks typically come with a package of extras, such as lifetime updates, private forums, sometimes even money-back guarantees.  Aaron Wall’s SEO Book  is widely acknowledged as one of the best. Laycock’s own Small Business Guide to Search Engine Marketing is another I would recommend, because it focuses on SEO from the perspective of a business owner who is not a search expert.  Printed books, another possibility, are less expensive ($15 -$30 for printed books versus $75 – $100 for eBooks). The disadvantage is that printed books can get out of date quickly because search constantly changes. Tactics accepted several years ago, such as doorway pages, today may get your site dropped by search engines. If you opt for a printed book, make sure it is reasonably recent. Newsletters and blogs One of the great things about the Web today is that we are lucky to have so many excellent free newsletters and blogs on search.  Among newsletters, Jill Whalen’s High Rankings is notable, because she answers real-life questions from readers.  Among blogs designed for business owners, a particularly helpful one is Small Business SEM.  Carston Cumbrowski also has a helpful page of resources for SEO beginners. Search Engine Land  featuring search guru Danny Sullivan, is a good one to add to your reading list later on as your knowledge builds. It is industry focused, but has the advantage of experts who write on specific topics such as link-building and contextual advertising — not to mention its excellent blogroll of search sites to explore. Discussion forums As you begin to learn some of the basics of SEO, you will have questions.  Head to discussion forums to get answers.  Discussion forums are excellent sounding boards to bounce ideas off of others. Try Webmaster World and Digital Point Forums. When you first approach a new discussion forum, read and observe for a while before jumping in to participate.  Every forum has a “personality” all its own — make sure you feel comfortable.  Observing also helps you learn which participants’ advice to trust. Some participants are more knowledgeable than others. Interactive tools No article on search for newbies would be complete without mentioning some of the excellent free or low-cost tools available.  I have learned a great deal simply through using tools such as: WordTracker keyword tool — Using relevant keywords in your site content and when purchasing search ads can make all the difference in attracting visitors who actually buy. You may already know the obvious keywords, but WordTracker helps you broaden your choices to identify non-obvious terms. A free trial or a single day’s subscription costs around $8. Analytics programs — These help you understand which parts of your site visitors use most, such as which navigation links they click on most. Armed with that knowledge, you can make changes to your site to emphasize the most important elements to increase sales and newsletter signups. Google Analytics is a robust free analytics tool.  For those who run Google AdWords campaigns and do not like the idea of giving sensitive site data to the same company you purchase ads from, ClickTracks is an alternative.  ClickTracks offers a free version called ClickTracks Appetizer. SEO Moz page strength tool — This interactive tool gives you a quick snapshot of some of the factors search engines consider when determining site rankings.  Don’t take it as the complete word on ranking factors, but do have fun with it.   Anita Campbell is a writer, speaker and radio talk show host who closely follows trends in the small business market at her site, Small Business Trends.

39 Great Business Bargains

Online Payment Processing If you don’t need a full-blown e-commerce solution, PayPal lets you accept credit card payments with a PayPal shopping cart. There are no setup charges and no monthly fees, just a transaction fee of 2 to 3 percent, plus 30 cents–about what credit card merchant-account processors charge. Payroll Services Outsourcing onerous payroll tasks is easy and quite affordable. For a flat monthly fee, online services such as surepayroll.com and paycycle.com do all the calculations, pay and file federal and state taxes, and make direct deposits into your employees’ bank accounts. PayCycle costs $45 to $73 per month for a company with 25 employees, regardless of how often you run payroll (50-employee maximum); Sure Payroll charges about $87 to process the monthly payroll for 25, and can cut payroll expenses by up to 50 percent. Playing Post Office All mail is not created equal, so if you’re paying equally for all of it, you’re probably paying too much. Go to usps.com/businessmail101 for a primer on the different classes of mail and an explanation of the many discounts available for bulk and presorted mail and for things like dropping mail off at a bulk mail center or a central post office. For flat non-letter-size mail, such as catalogs, simply presorting according to Zip code can save you up to 30 percent on postage, and you can save up to 10 cents per pound by dropping it all off at a bulk mail center. And remember, never send a letter if a post card will do–post cards cost 38 percent less to send than first-class mail. Montblanc Pen: because you don’t want to sign a multi-million dollar contract with a 50-cent pen Seal the deal with a more elegant instrument. Pen maker Montblanc distributes its wares through a small network of authorized dealers, so prices are pretty standardized. A new Montblanc StarWalker Ballpoint sells for $216, including shipping, at writewithstyle.com. That’s not a bad price, but you can do better. The recent eBay price was $142, with shipping–with several more up for bidding. Color, light, and air A fresh coat of paint might be the most cost-effective investment you can make in the look and feel of your workplace. And since paint is so cheap, you can always repaint if you’re not happy. For help finding a color scheme, do what professional designers do: Check out the free color forecasting reports published by the Color Marketing Group. To make sure your new color looks right, switch out harsh white fluorescents with “warm white” ones; their fuller-spectrum light will make everything look better. Finally, improve the indoor air quality with bargain-priced planters from big-boxers such as Lowe’s and Home Depot, warehouse clubs, or Ikea. Carpeting Buy or lease modular carpet tiles, such as those made by Interface. While regular roll carpet is cheaper to buy up front, modular tiles can pay off in the long run because rather than having to buy a whole new carpet, you can just replace the worn tiles. It’s easy to take the tiles with you if you move. Plus, they look a lot cooler. Software Put off software purchases until the end of the year, when you’ll find discounts on programs that are being released in new versions. You may also see discounts at the end of a financial quarter. There’s also plenty of free software out there available for download–from e-mail (Evolution) and e-commerce (osCommerce) to Web browsers (Firefox, Opera) and accounting (GnuCash). Two of the best sources of freeware are tucows.com and CNET’s Download.com. Cheap (and Eager) Labor Entrepreneurship is hot these days, and plenty of students are eager to get experience at growing companies. The key is to offer experiences that truly can’t be had at big corporations, such as real responsibility, individual mentoring, and access to decision makers. William Wright-Swadel, director of career services at Harvard University’s School of Arts and Sciences, suggests that companies build long-term relationships with career centers at local colleges and market themselves through campus events and organizations. On MonsterTrak, the largest student job and internship site, you can target your posting to the schools you want to recruit from; the site charges $30 per posting per school, with a discount for multiple postings. Wherever your job posting appears, get it in as early as possible; students typically start thinking about summer internships at the end of the fall term. And remember: Interns are cheap, but they’re not free. Generally, if you’re paying someone, you have to pay minimum wage; for unpaid internships, certain educational criteria often must be met. Check with your state’s labor department for the regulations in your area. Free Consulting Score, the Service Corps of Retired Executives, is a nonprofit partner of the U.S. Small Business Administration that provides free online counseling on everything from accounting to workflow analysis, provided by a volunteer corps of working and retired business owners and executives. Score also offers free one-on-one and team business counseling at 389 locations around the country; find the one closest to you at score.org. Copy, Right Mid-level business copiers can cost $5,000 and up. Because of the high entry cost, and the near certainty that the “latest technology” will be outdated in a year (if not six months), leasing–which often includes an option to upgrade and can cost as little as $50 a month–is usually more attractive. When signing a lease, make sure to clarify the service and repairs included, and what the response time will be. Beware of contracts that require a minimum or maximum monthly number of copies; work out pay-as-you-go terms instead. And remember, you don’t have to buy paper and toner from your copier supplier–you can usually save money by buying these from an office-supply source. And if you don’t expect to make more than 700 copies a month, you probably don’t need a “business” copier at all–you can get by with a combination printer-copier that costs a few hundred bucks. Ink & Toner Deals abound on generic, remanufactured, and even name-brand cartridges. There are numerous online office supply and ink specialty stores–InkSell.com, 4inkjets, Databazaar.com, and InkjetSuperstore.com–that often have better prices than the superstores and printer manufacturers. For example, in a recent search on comparison site NexTag, we found an HP Laserjet 2400 cartridge for $120; the same product retails for $206 at Office Depot. If you’re willing to use refurbished cartridges, you can pay as little as $70. Meanwhile, OfficeMax recently launched a nationwide refill program for inkjet cartridges, which could translate into cost savings of up to 50 percent. Best for Blogging WordPress.org provides a free, easy-to-use tool for adding an easy-to-update blog to your company’s existing website. If you want to go cheap–and skip a formal website altogether–blogger.com (owned by Google) and wordpress.com (not wordpress.org) will host your blog for free. The only drawback: The generic domain name (blogspot.com or wordpress.com) can look unprofessional. Office Furniture Check out dealer show rooms and keep tabs on any floor models you like. Come June, when NeoCon, the huge convention of office furniture manufacturers, takes place, dealers want to get new stuff on the floor–which can translate into good deals on old merchandise. Discounts of 20 percent or more are not uncommon. For general office furniture, check the lower-cost subsidiaries of the big manufacturers, such as Steelcase’s Turnstone line. And don’t forget eBay, where bargains on durable workplace basics abound. Here are some recent examples: 34 Steelcase telemarketing cubicles: $6,700; eight Herman Miller workstations: $3,995; 12 Steelcase office desks: $1,500. Paper, envelopes, pencils, staples and the rest Rather than buying different items from different vendors, consolidate your office-supplies shopping in one place. The big office superstores all offer online order management, free delivery for orders over $50, and loyalty rewards programs. In addition, OfficeMax Commercial Solutions and Staples Business Advantage are free programs that work like managed-travel programs, helping customers track and reduce total office-supply spending through more efficient ordering and discounts for volume buying. Office Depot offers similar services through its Business Services Division. Negotiating an Iron-Clad Shipping Contract The major package delivery companies–FedEx, UPS, DHL–are all competing for the small-business market. It’s up to you to meet with their reps and determine what services you need, which company best meets those needs, and which one offers the best deal. Beware of add-on charges for things like sending packages to nonurban areas and shipping fragile items; shippers today have more than 100 such charges, compared with about 30 five years ago. Many of these fees are negotiable, though it helps if you have what the shippers call “good shipping characteristics”–high volume, packages that tend to fall in the same size category (say, more than 100 pounds), and lots of deliveries to urban Zip codes (which are less expensive to deliver). Smart negotiating can shave 10 to 20 percent off your shipping bill, says Mike Erickson, president and CEO of AFMS, a consulting firm that specializes in evaluating and negotiating business shipping contracts. Indeed, if you do a lot of shipping, it makes sense to hire a consultant, as shipping contracts are often difficult for laypeople to decipher. A company car–plus a tax break Under the Energy Policy Act of 2005, individuals and businesses that buy or lease a new hybrid gas-electric car or truck, or an alternative-fuel or fuel-cell vehicle, are eligible for an income-tax credit of up to $3,400, depending on the fuel economy and the weight of the vehicle. (This credit is in addition to the regular depreciation or lease expense you’re allowed to deduct for any vehicle.) If you buy more than one vehicle, you get a tax credit for each. This tax credit applies to vehicles “placed in service” beginning January 1, 2006. Once a manufacturer has sold 60,000 eligible vehicles, the tax credit for its cars will be reduced, and eventually eliminated. So get on it now. When buying a printer, check out the “print yield” A cheap inkjet may be easy on the wallet today, but it’ll end up costing you more later. That’s because with printers, it’s all about consumables–paper, toner, etc. For example, with a $300 laser printer and compatible cartridge, it costs $30 to print 1,000 pages (black ink only); with an $80 inkjet printer from the same manufacturer, the same print run costs $100. After a little more than 3,000 pages, the more expensive printer has paid for itself. Check out the “print yield” specs for the toner cartridges the printer requires, and divide the price by that number–that’s your cost per page. Let that number, not the cost of the printer, guide you to the real bargains. Retail Space Mall tenants may enjoy foot traffic, but that traffic comes with a steep price tag–incidental costs can run from $18 to $55 per square foot per year. Wherever you set up shop, scrutinize your lease for so-called pass-throughs–charges on top of the basic rent for things like common-area maintenance–and make sure you’re paying a share that’s proportionate to the actual square footage you’re occupying. Another way to save: Minimize your square footage in an expensive retail area by leasing storage space in a cheaper space off the premises. Stress-Free Employees Treating your staff to monthly massages may seem like a needless indulgence, but it can save you in the long run. Research shows that employees are more productive on quantitative tasks after massages and report feeling less stress. There is also, not surprisingly, less absenteeism on days that massages are scheduled. And because office massage specialists provide education about ergonomics and repetitive-stress injuries, you may reduce the costs of such injuries. A 15-minute seated massage–about the time of a coffee break–is all it takes to realize the benefits. On-site massage rates vary by location–expect hourly rates of about $75 and up in larger cities (a massage therapist will typically fit in three 15-minute massages per hour). Go to amtamassage.org and use the locator service to find a qualified provider in your area. Corporate jet: a good option for small groups It’s a bit of a stretch to call a company jet a bargain, but look at the upside. There’s no penalty for booking last minute, so it’s attractive if you make spur-of-the-moment trips. And since jet operators charge by the hour, not per person, a private flight can be a good option for flying small groups (midsize jets can accommodate about eight). Full or fractional ownership requires laying out millions up front, but Sentient and Blue Star Jets‘ SkyCard program offer membership plans that give you planes on demand for less than the cost of fractional or outright ownership. With both companies, you make an initial deposit (minimum $100,000 for Sentient, $50,000 for Blue Star) and funds are deducted as you use flight time (hourly fees start at about $2,000). Deals on PCs Comparison shopping is a no-brainer. But with PCs, you’ll be surprised at how large the price variations are for identical products. A recent search on comparison-shopping site NexTag, for example, turned up about 20 different vendors offering new Toshiba Portege R200 laptops for prices ranging from $1,162 to $2,159. Another useful tool is NexTag’s “Price Drops” section, which tracks the market in a range of tech categories and reveals, for example, that in April, the best price for an IBM Thinkpad T43P abruptly dropped 25 percent. Travel Tips Travel is typically a company’s second or third largest controllable expense, and one way to control it is to implement a managed-travel program. Most of the online booking services have launched programs for small companies. Expedia Corporate Travel ($149 a year) and Orbitz for Business (fees vary according to use) drive down travel expenses by 10 percent or more by lowering transaction fees (an average of $5 per ticket, compared with about $30 for traditional agencies) and negotiating discounted rates with airlines, hotels, and rental car companies. Obviously, the larger the company, the larger the discount a travel service can negotiate. But in some markets, just being able to offer an airline or hotel a 10 percent incremental increase in your company’s business can be a potent bargaining tool. American Express’ small-business travel program (starts at $500 a year; $100 for small-business cardholders) offers discounts on airfares of up to 15 percent on domestic flights and 35 percent on international trips. AmEx also promises to beat any fare you find online. Website Hosting and Design Some broadband providers offer free hosting with their service. If yours doesn’t, consider one of these low-cost options, all of which include easy-to-use design and e-commerce tools and templates to get your site up and running quickly. Yahoo Hosting and domain registration: $12 per month and up E-commerce: $40 to $300 per month, depending on sales volume Homestead Hosting and domain registration: $20 to $50 per month (plus $20 setup fee) E-commerce: $7 to $60 per month Microsoft Office Live Hosting and domain registration: Basic service is free; added features cost $30 a month Web Traffic Analysis Google Analytics is a free and useful Web analytics tool–if you can get it. Right now there’s a waiting list that doesn’t seem to be budging. Fortunately, Google is far from your only affordable option. Check out ClickTracks‘ Analyzer, a basic hosted service that charges $49 per month (or buy the software for $495); Web analytics program SmarterStats 3.0, free for use on a single website (available at download.com); StatCounter, free for up to 250,000 page views; and Site Meter, which starts at $9.95 per month. Numerous free trial versions of other programs are available, too–which can at least hold you over if you decide to wait for your Google spot to open up. Industrial Space Even in the information age, manufactured goods can’t telecommute. That’s why industrial space–factories, warehouses, distribution centers–always costs more the closer it is to large population and transportation centers. Prices decline the farther out you move, but then transportation costs go up–so what appears to be a bargain often is not. The right balance is easiest to strike in less pricey “second-tier” cities such as Columbus, Indianapolis, and Louisville, as well as on the fringes of primary markets–places such as eastern Pennsylvania, lower New York state, and northern Los Angeles County. Aeron Chairs Go to authorized Herman Miller dealers first and think of the advertised price as a starting point. Even if you’re buying just 10 or 20 chairs, you can bargain. “Every contract is individually negotiated,” says Herman Miller spokesman Bruce Buursma. Dealers often have used chairs coming back from leases, which can cost 20 percent less than new ones. Consider lower-cost models too–Herman Miller’s basic Celle chair, for example, offers Aeron-like features for about $499, compared with $699 for a basic Aeron. If you’re not making progress with the brick-and-mortar dealers, go online. Here’s what a recent price comparison turned up (all prices include shipping): New Aeron Chair $699 at officedesigns.com, ultimatebackstore.com, sit4less.com, homeofficesolutions.com (volume pricing available) “Like New” Aeron Chair (floor models or returns) $519 at luxurychair.com, $560 at trendychair.com, $539 at sit4less.com’s clearance section Aeron Look-alikes Sit4Less “E” Chair, $399 at sit4less.com Ergonomic eChair, $319 at luxurychair.com Mesh eChair, $269 at designerseating.com A serious coffeemaker–and serious coffee If you consider a super automatic espresso machine to be a super productivity booster, check out the “outlet” section of wholelattelove.com, which sells manufacturer-refurbished machines at deep discounts–a Jura-Capresso Impresa S9 (list price, $2,400) goes for $1,399, shipping included. As for beans, get the gourmet stuff from old-school coffee roaster D’Amico Foods, which ships nationwide from its store in Brooklyn–at great prices ($6 a pound for the house blend espresso). The best rate on credit cards Start by checking out what your bank offers, then do some comparison shopping. As with personal credit cards, there are numerous no-annual-fee cards out there, so avoid paying such charges unless you truly require the particular services or reward-program benefits of a certain card. At sites like CreditCardGuide.com, CreditCards.com, and MyRatePlan.com (go to the credit card section), you can compare cards and apply online. Fun and Games Nothing succeeds in conjuring that giddy dot-com mood quite like little plastic soccer players. A new Striker foosball table retails for $699. But you almost always can find better deals at online specialty stores, many of which also include free shipping–which is no small matter, since delivery of a foosball table can cost a couple hundred bucks. Here’s a sampling of some of the best deals on office amusements: Foosball Table Striker foosball table $499, shipping included, at justfoosballtables.com      Air Hockey Carrom Premium Hydralumina With Scoring, six-foot model $540, shipping included, at christophersgames.com    Ping-Pong Table Prince Competitor table tennis table $359, shipping included, at dickssportinggoods.com Pool Table Charleston eight-foot table $1,787, crating and air freight included, at pooltables-direct.com    Pinball/Arcade Simpsons game $4,800, with shipping, christophersgames.com 1979 Space Invaders cocktail table arcade game $700 (plus $350 shipping), recently listed on eBay     Turn Your Office Into an Art Gallery Why buy pricey art for your office walls when you can rent? A number of major art museums have rental programs–and many will even help you choose the best pieces for your space. The Artists Gallery at San Francisco’s Museum of Modern Art charges about $350 to rent a $5,000 painting for three months; a $1,000 painting rents for $170. Like most museum rental programs, SFMOMA’s program focuses on local talent and has thousands of work in all media; photography tends to be the least expensive option. Other museums with rental programs include Los Angeles County Museum of Art, Portland Museum of Art, the Seattle Art Museum, and the Racine Art Museum in Racine, Wisconsin. Local galleries may also rent to businesses.    The Office of Your Dreams Right now, the cheapest downtown Class A rents in major markets can be found in Atlanta, Dallas, Denver, and Seattle–places where $20 per square foot can land you palatial digs that would cost three times as much in New York City. Wherever you live, make sure you keep up with local business news. When companies close, downsize, or move out of town, they’re often left with time on their existing leases. “Subleasing is where a smaller business can really pick up a bargain,” says Andrew Abramson, a senior vice president with Grubb & Ellis in Washington, D.C. Abramson points out that in addition to lower rent, expensive improvements that were made by the previous tenant–such as phone systems and furniture–are often thrown into the deal as an incentive. Meantime, if you forgo a view and instead take lower-floor or obstructed-view space, you can save anywhere from 10 to 30 percent on rent. (Go to grubb-ellis.com/research to check pricing in markets throughout North America.) Location, Location, Location How much do real estate prices fluctuate nationwide? To find out, we searched for Class A office space in three major markets–Denver, Atlanta, and San Francisco. In each city, we found a plush office of about 6,000 square feet (enough for about 20 people) in a fancy, downtown building with all the amenities-health club, concierge services, covered parking, etc. The annual lease rates, of course, were all over the map. San Francisco $37 per square foot Denver $25 per square foot Atlanta $29 per square foot The Wall Street Journal A staple of office waiting rooms everywhere, the Journal does not offer corporate discounts for bulk orders to new subscribers. Check for special offers on the comparison-shopping sites as well as newspaper specialists subscription-offers.com and discountednewspapers.com. And check the paper’s website, too. At the time of writing, an offer for new subscribers made dealing directly with the publisher the cheapest option out there by far (56 weeks for $99); only one third-party distributor was able to beat the regular yearly subscription price of $215. (Note: This special offer was available online only; operators at the Journal‘s 800 number did not mention or even acknowledge this option.) The Clean-Up Crew Any cleaning service you hire should be bonded and insured–if cleaners mess up your stuff, or themselves, you don’t want to get stuck with the bill. Prices for that will be higher than for under-the-table help, but worth it. Remember, cleaning people often work when the office is empty; you need to be able to trust them. Make sure the company does background checks on workers, and check multiple references. Old-school long-distance service Negotiate directly with carriers or go through resellers, or CLECs (competitive local exchange carriers), which tend to price more aggressively and be more focused on the needs of smaller businesses than the large telecoms. There are many sites that let you solicit bids and compare rates, including PhoneSaver.com and BuyerZone. As you compare services, look for one that will bill the shortest time increments possible for long-distance–one- to six-second intervals, rather than 30-second ones. The smaller increments can translate into savings of 10 percent or so. International calling It’s not a substitute for a traditional phone system, but Skype, which lets you make calls directly from your computer, is a useful supplement if international calls are a big part of your phone bill. The quality usually can’t match a good phone connection, but the prices can’t be beat. Calls to other Skype users (through your computer) are free wherever you’re calling from, and calls to landlines and cell phones in the U.S., much of Europe, China, and Japan cost about two cents per minute. Broadband: Why You Need a Broker Unless you have a strong preference for a particular provider, you’ll generally get better rates through a broker–brokers do the comparison shopping for you, and because they buy in bulk, tend to have greater negotiating leverage. Typically, there is no charge to the consumer in working with a broker; instead, the providers pay the brokers a fee. Look for resellers that have been in business at least a few years, and make sure they show you quotes from several providers. Broadband is an extremely competitive market, so avoid getting locked into a long-term contract. Most companies require a two-year minimum commitment–don’t sign up for a longer term. You can solicit quotes from multiple vendors and resellers at comparison-shopping sites. Office Design Most professional designers charge between $75 and $200 an hour. But hiring one can actually wind up saving you money. Designers often see possibilities that you do not. A designer might suggest ways to use inexpensive materials and built-ins–using melamine boards in place of desks, for example–that can help reduce the amount of office furniture you need to buy. And when you do buy, designers get discounts of as much as 50 percent. The trick is to keep your designer on a short leash by defining the task at hand as narrowly as possible. To find a designer, go to asid.org, the website of the American Society of Interior Designers, and click on the “Find a Designer” link. Before You Buy Thanks to the Web, comparison shopping is a cinch. Sites such as Bizrate.com, PriceGrabber.com, Shopping.com, and NexTag.com may turn up the deal you’re looking for on any number of items. The following sites may be helpful for specialized searches. Broadband service Broadband.com Broadbandbroker.com Buyerzone.com EverythingT1.com Business equipment leasing Buyerzone.com Commercial real estate Equityoffice.com Cushwake.com (click on “Property Listings”) Grubb-ellis.com (click on “Properties”) Computers/software Shopper-zdnet.com Shopper.cnet.com Credit cards Creditcards.com Creditcardguide.com Myrateplan.com Newspaper subscriptions Subscription-offers.com Discountednewspapers.com Phone plans and systems Phonesaver.com Buyerzone.com

Maximize Your Website’s ROI

It was heralded as the great equalizer, the technological wonder that would put business start-ups and large corporations on the same level playing field. Although things haven’t worked out quite that way, it’s hard to argue with the notion that the World Wide Web is one of the most potent marketing tools in a growing company’s arsenal. Despite, or perhaps because of this perceived power, it can also be a source of puzzlement and frustration. Business owners accustomed to control and accountability often are pained to discover that their websites offer more questions than answers. How many new customers did we pull in last month? Is it serving the needs of the company’s constituencies? What kind of return is the business getting on its Internet investment? Many companies are unaware that the answers to these and other questions are within arm’s reach. Every Web server collects a wealth of data about site visitors, from their Internet Protocol addresses to the types of browsers they use. The server’s activity log can tell you what Web link a visitor clicked on to get there. It can provide the word or phrase that prompted a search engine to cough up the company’s name. It can tell you exactly what a user did on the site — which pages they viewed and the order they viewed them, how long they stayed on the site, and where they went when they left. In raw form, this data is incomprehensible. But easy to use and relatively inexpensive “Web analytics” software can bring it to life, transforming what looks like gibberish into the equivalent of gold. By slicing and dicing the data, these programs make it easy to evaluate the performance of different Web promotions — banner ads, search engine campaigns and e-mail letters — and help you put your money where it does the most good. Analyzing how customers and prospects use your website helps you decide what elements of it are resonating with users — and which parts need work. Such feedback is essential to maximizing your Web ROI, says Bryan Eisenberg, principal of Future Now, Inc., a Brooklyn, New York, consulting firm. “If you make changes without using the analytics,” he say, “it’s like driving in the dark.” How can a growing company with modest resources harness the potential of Web analytics? It’s actually pretty easy. At least a dozen vendors including ClickTracks, Mach 5, Microsoft bCentral, NetIQ, NetTracker, Quest Software, Urchin and WebSideStory offer virtually plug-and-play solutions. These programs are ideal for small and midsize companies whose sites are mainly intended to promote products, generate sales leads, or provide customer service. Prices range from $100 to $900 for programs installed on your company’s computers. Hosted applications cost $20 to $150 per month. Mach 5, Microsoft bCentral, and Quest Software even offer free Web analytics software or services for companies with very limited needs or minimal budgets. Most of these companies also sell more powerful and generally much costlier solutions that are better suited to growing companies with e-commerce “shopping basket” websites. For example, NetIQ’s WebTrends Intelligence Suite, costing $30,000 and up, incorporates data warehousing, multi-dimensional modeling and content management features. Other advanced solutions stress the ability to work hand in hand with other types of applications, such as customer relationship management, database and accounting systems. Heavy-duty e-commerce applications such as Microsoft Commerce Server 2002 integrate Web analytics tools with catalog management and customer profiling tools to identify cross-selling opportunities and target customers with special offers based on their shopping behavior. Bob Chatham an analyst at Forrester Research and an acknowledged expert in Web analytics recently issued a report called “The Web Analytics To-Do List for 2004.” In it, he reminds companies that data alone won’t drive customers to a website, boost sales, or increase the bottom line. However, a better understanding of how users interact with a website can lead to a more positive experience that will turn them into paying customers and ultimately maximize the return on a company’s investment.