Wyoming Business Tips for Nov. 8-Nov. 14

A weekly look at Wyoming business questions from the Wyoming Small Business Development Center, part of WyomingEntrepreneur.Biz, a collection of business assistance programs at the University of Wyoming.

By Elizabeth Parks, Wyoming Market Research Center researcher

"Do I really need a Web site for my business?" Jim, Sheridan

A Web site is not essential, but you could miss an opportunity to grow the business by not having one.

If properly developed and maintained, a Web site can be a great way to connect with customers, open new markets and cut operating costs. In her article titled, "Need to Cut Costs? Improve the Web site Experience," Megan Burns emphasizes consistent Web site monitoring to uncover usability issues. The result can be an increased return on a Web site investment. In these days of cost-cutting, having a Web site can help with customer service and sales issues.

Start by determining the labor costs of answering phones and e-mails. Examine the questions that are received and think about how costs could be reduced by using a Web site to its fullest potential.

Many folks tout the benefits of surveys to find what people are thinking about online sites -- Web analytics is a no-cost tool that also can help. Google has a free tool that monitors Web sites; it provides a vast amount of information about how visitors are reaching the business. Are they landing on certain pages more than others? Are they finding you through a URL, search engines or by the business name? What keywords are they using to find the business?

This is invaluable information to have when making changes that strengthen the connection between the business and customers, leading to a higher rate of investment (ROI) for the Web site.

Even Expedia.com is not immune to usability issues. Just two years ago, the company discovered that bookings were down because people did not want to fill in the boxes to register. When the company deleted the registration process, which served no real purpose, bookings increased.

There is a big difference between failed attempts at trying to use a Web site and abandonment; that is, people that want to do business with you vs. those that do not even try. If they want to do business with you but cannot negotiate the Web site, rethink customer service strategies. By improving the site, you remove the barriers for doing business and increase your ROI.

For help with Google analytics, contact Elizabeth Parks at eparks@uwy.edu or (307) 766-5405.

A blog version of this article and an opportunity to post comments is available at http://www.wyomingentrepreneur.typepad.com/blog/.

The WSBDC is a partnership of the U.S. Small Business Administration, the Wyoming Business Council and the University of Wyoming. To ask a question, call 1-800-348-5194, e-mail wsbdc@uwyo.edu or write 1000 E. University Ave., Dept. 3922, Laramie, WY 82071-3922.

Posted on Monday, November 02, 2009

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