You can tell what's working if you establish measurable triggers that equal a successful visit. From tracking bookmark scripts, returning visitors, contact by email, newsletter sign-ups and purchases (and any of myriad triggers established for the purpose) you can measure the effectiveness of your message.
Establishing pathways devised to guide visitors through information that meets their expectations, based on their point of entry, is a Dimensional Search Marketing strategy. And, tracking the actual path travelled by your visitors can provide data for more than just where they went.
It's Not Just "Where Are They Going?" It's Why!
Are visitors following the expected route through your information? If not, where do they diverge? Have you emphasized links to the pages you want them to see? Or, were you wrong about what this group of people were after?.
From the link that brought them to your site, through every page they visit, until conversion or exit, you should be tracking visitor actions.
Analyzing the message data gives you the opportunity to continually improve your relationship with your customers. The easier, more intuitive and more responsive your web site seems to them, the more comfortable they grow with this online face of your business.
Eliminating the guesswork is what tracking is all about. Like all business decisions, when and where to adjust your web page content and your marketing message should be based on solid, reliable information. Tracking provides the raw numbers. Analyzing that data reveals your strengths and your weaknesses.
