Designing an attention grabbing, easy-to-use website is the first step to getting your business found online. The second step, all too often overlooked by most businesses, is making sure you have the tools in place to measure the performance of your website design. Without that critical data, you have no way of knowing what’s working and which areas of your company’s site require improvement. You are essentially flying blind.
Improving the performance of your website design starts and ends with analytics. If you don’t have analytics on your site, hardly look at them or don’t know what you’re looking for, something needs to change, and fast.
But what exactly do you need to look for when it comes to measuring website performance?
Many businesses who come to us are in the exact same situation: they know something is wrong with their website, but they aren’t sure what they need to look at or how to make the right changes.
Here are the key website metrics you need to be constantly measuring, monitoring and improving for your business:
Traffic. This is a measure of the number of people who visit your site. You need to monitor and track your website traffic on a daily, weekly and monthly basis. Remember, there are unique visitors and repeat visitors, but to keep it simple, start by keeping track of overall traffic patterns.
Leads. These are the people who identify themselves to you through your website. They might subscribe to an email newsletter, complete a contact form, sign up for a webinar or watch one of your videos. You should set up your website to deliver a notification every single time someone reaches out to your business. After all, your website only has one purpose: to generate leads. If it’s not doing that (or you don’t know about it) something is definitely broken and needs to be fixed immediately.
Conversion rate. Take the total number of visitors (traffic) and divide it by the total number of leads you receive. For example, say 1,000 people are visiting your website each month and, on average, 29 are filling out your lead conversion forms. That’s about a three percent conversion rate. Do some research into the average conversion rate for your industry or market sector and see how your website compares.
Start with these three critical numbers. There are other metrics that are helpful too (e.g. average time spent on site, bounce rate and page views) but traffic, leads and conversion rate are the three most important factors you need to follow.
Start Today – Start with your website’s traffic. Go back and find the average number of visitors to your site each month over the past six months. Do the very same thing for your leads and make sure you are getting alerted right away when new leads are generated from your site. Your webmaster should be able to set that up for you. Then, set a goal of beating those baseline measurements and improving performance month after month.
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