The web is a fantastic way to tell your story. You can control what you say, how it is presented, and do so dynamically. In a print ad, you can also control the message and how it is presented, however it is difficult to know if your ad was seen by all readers or if it translated in to sales. Not impossible, but difficult to track. With the web, you have much more space to tell your story and easily update and edit your story and image as it develops and changes.
But, do you know who is reading your story, viewing your goods, and how long they are spending at your online store front. If you have an e-commerce component to your site, you probably do, and you at very least know who is buying your product.
There are some very easy and FREE online tools that can help you make those once invisible shoppers visible. With Google's Analytics you can track your site traffic, the location of the viewers, and how long they are spending at your site. Just sign up for a Google account, plug in your web site's URL and copy the code provided into the bottom of the pages of your website- and voilà, what was once invisible is now valuable.
It's kind of like getting the licence plate data from the shopper who pops in your store, but leaves without buying anything. But you also get to know which town in Utah they live in.
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