SWOT Category: Internal Weaknesses

Confused about calculating conversion rates

We are a micro-business that sells information products entirely online.  We rely on both search engine optimization and search engine marketing to attract visitors to our site.  I originally began tracking and calculating conversion rates based on the total number of visitors to our site who made a purchase on the first visit.

After three months, I realize that many of our site visitors convert on a second or third visit, and seem to be interested in two or three other pages on our site that provide free information, but do not require a specific action. There seems to be so many variables to consider, and I want to have a clear measure of effectiveness, before making changes to my budget or the overall campaign. 

Can the SWOT Team provide tips on what to track in order to measure the effectiveness of my current site?

- Anonymous, Business Owner

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* 1. Can you help? What's your best advice?

 

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