In The Press

Courier Mail, 03/09/07

Resourceful visionary
By Josh Robertson

SOME small business owners seek to master the arcane, technical area of Google and website development; others prefer to outsource and concentrate on core business. Optical e-tailer Glasses Online’s managing director Kevin Reece has three external companies on the case: one to host the website, one to develop it and one to do SEO and SEM.

“That’s probably the way it’s going, particularly with our business (because) you can’t afford to employ people specifically full time to do it,” he says. “You’re basically in the middle of the wheel and drawing in the services you need as opposed to a big company that can obviously set something up themselves.”

 Reece says detailed analysis of online traffic gives highly accurate and timely feedback as to the effectiveness of online marketing strategies.

“We’ve got analytics that tell us absolutely where every sale comes from, where every visitor comes from, if they’re referred from another site, if they’re on Google or Yahoo, what search terms they’ve put in, how long they’re on the site, what pages they visit...even...what browsers people are using,” he says. All that information gives us great ROI (return on investment) information to know where we’re putting the online dollars.”

Return to 'Press’