Setting up a website is the foremost part of initiating an online business. Once the website is design and deployed, its success or failure depends on several factors, including how well you have maintained it. An efficient website is one which does not only attract customers, but also engages them on the page and to travel deeper through your website. It influences the buying behavior of customers and persuades them to engage your call-to-action to make a purchase or submit their contact information.
If your website is not attracting enough customers, it means that your website has failed to define its goal. And a website without a proper goal will not generate online sales for your business. Time to analyze and review the efficiency of your website.
No matter what the purpose of your website, whether it is aimed at some call-to-action such as filling out a lead form so that your inside sales team can contact them or to sell a product through your shopping cart, there are some key performance indicators (KPIs) that inform you of the efficiency of your website. Basic KPIs to review the efficiency of your website are:
Number of Visitors
One of the best indicators to check the efficiency of your website is to track the total number of people who have visited your website. The ideal month to check this efficiency could be when you are not doing any unusual offline promotional activities. Take it one step further, and track unique visitors. Page views are fine as a general indicator, but unique visits are more telling of your audience reach. If you’re getting lots of page views but a high bounce rate, you could be driving the wrong traffic to your website.
Bounce Rate and Page Views per Visit
This leads to the next metric – bounce rate. Bounce rate is a way of understanding the type of traffic that is landing on your website, as well as, how engaging your website is for visitors. A high bounce rate of 70+ percent on your home page or an inside page tells you that viewers don’t find your content worthwhile, and leave immediately without going deeper into your site. Lowering your bounce rate while increasing your page views per visit indicates your site visitors finds your content engaging and are willing to spend more time on it.
Just because lots of people have visited your website does not mean that your website is efficient. There should be something interesting that could engage visitors. The process by which the number of website visitors who engages in a measurable and meaningful call-to-action (like submitting a lead form or making a purchase through your website) compared to the total number of visitors is known as your site conversion rate. For example, if 10,000 visitors visit your website or landing page during the month, and 50 out of them make a purchase, then your conversion rate is 0.5 percent. If your call-to-action is a lead form rather than a purchase, track the conversion of total website visits to leads. You can then further track the conversion of leads to sales separately.
Getting hyper-focused on increasing the volume of visits while increasing your conversion rate is the way to drive up the performance and optimization of your website.
What to do if Your Website is not Efficient?
If your website KPIs are under-performing, take the necessary steps to begin optimizing it. Focus on:
- Add Content to Drive SEO Results: Identify keywords and key phrases popular for your product/service category and write content around them on your website. Also, use the power of blogging and social media to publish content as most search engines like Google give higher authority to it. This will increase the ranking and visibility of your website in organic search results or SERPs.
- Design for Conversion: Re-design your website to not only be attractive, but to drive conversion. Large call-to-action buttons like “Buy Now” or “Contact Now” or “Chat Now”, clean layout, majority of call-t0-action and unique selling points above the fold – these are just as important as the look and feel. Implement regular testing in your website management like A/B testing to see which version of a certain landing page converts better.
- Faster Performance with No Dead-Ends: Use a good and reliable hosting provider and ensure none of your on-site customer journeys lead to a “dead-end”. Every journey should lead to a call-to-action to convert. Continually monitor and test these journeys through your website.
With these basics, you can quickly increase the performance of your website and optimize it as you move along.
Rajan is the founder and Editor-in-Chief of BIG Marketing for Small Business. He's an award-winning marketing strategist who is passionate about branding, digital marketing and social media. He spent nearly a decade as the marketing executive at global IT firm Peer 1 Hosting and was instrumental in their explosive growth.