So, you’ve spent a few thousand pounds (or a few tens of thousands of pounds) on your business website design.
It looks nice and shiny and is brimming with useful information about your company and products, all carefully polished by the marketing department. You are even presented with some graphs showing lots of ‘hits’. Brilliant. Now what?
Well, depending what your aims were in investing in your business website: customer support & satisfaction, for example, or more sales – you need to set up some business reporting that measures the website’s performance against these objectives so you can improve and adjust as necessary.
The set-up of your reporting is very important, so that you can accurately track the most important KPIs. If a sales increase was the driving factor behind investing in your website, you don’t only want to know how many extra sales were made, and when, but also how customers found the website, which pages they accessed before buying, and what the sales conversion rate was between people who visited the sales page and people that made a purchase.
This will allow you to identify pages that perform well, and those that do not. It will also help you in your website marketing efforts – building a website alone is not enough to ensure people visit it. Website Marketing comes in many forms: Search Engine Optimisation, Social Media Marketing, Pay-Per-Click Advertising, Banner Advertising, Affiliate Marketing etc.. and if you are sepending money on these types opf marketing you need to measure what works (and what your Customer Acquisition cost is)
An advanced level of website analytics will also allow you to run simultaneous comparisons of different sets of pages – with both versions live you can compare the performance side by side -allowing a conatns site improvement working towards higher sales conversion rates, more interaction and lower bounce rates – or any other KPIs you deem important.
Some key terms:
‘hits’ – a largely outdated phrase that refers to the number of times a browser calls for information – a single visit to a single page can trigger 6 hits. Do not trust anyone who talks to you about hits.
Visitors – the number of visits to the website (can be the same person twice)
Unique Visitors – the true measure of website traffic – this tells you the number of individual visits.
Bounce rate – the percentage of people who left the site after only visiting one page – can indicate a lack of engagement with the site or that they didn’t see what they were looking for.
Source – where the visitor came from – normally a referring website, a feed or a search engine – unless they came direct.
Direct visitors – visitors who typed your exact website address into their browser or had bookmarked your website.
To arrange a consultation to discuss your website objectives and how to meet and manage these please get in touch.