We publish all of our online editorial content with the WordPress blog publishing tool. While this tool poses few challenges to users simply looking for an accessible method of online self publishing, ease of use becomes an issue for WordPress as users require additional features.
WordPress is an option worth some serious consideration for businesses that need a method of quickly publishing no more than marketing communication content. When these businesses need a traditional web site, and want to build it with WordPress, the level of complexity of the application goes up very quickly. WordPress is an application. In other words, WordPress is a software program, which, like other software programs, includes a lot of variables, functions, and more. Any method of transforming the look and feel of a software program like WordPress will likely be put together with even more of the same variables, functions, etc. The end result is a very steep curve, indeed, for anyone looking to build a web site with WordPress. The same challenge faces businesses that need to measure visitor activity on a web site.
Online marketers using a publishing engine like WordPress for ecommerce purposes should carefully consider the resources required to deliver the web site traffic information they will require prior to building the site. If the objective is to collect web site traffic information to support an online advertising campaign with a system like Google Adwords, it makes sense to either:
- keep the design for the site as simple as possible
- or build the cost for specialized technical help into a business plan so that the funds will be available to enlist professional help as needed to expand on the functionality of the site
Our preference is the first option. We have lots of experience with static web sites, which are very simple. We now think that building simple static web sites, with, or without a WordPress blog, makes more sense for businesses than committing everything to the WordPress blog platform.
Keep in mind that regardless of whether the measurement method one chooses for Google Analytics amounts to conversion goals, or events, it will be necessary to add code to pages. Obviously it will be easier to add complex code to simple static pages than it will be to add complex code to pages which are dynamically produced by complex code.
In the next post to this blog we will look at the kind of information about visitor behavior on web sites that can be collected with Google Analytics.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved