Is your website working hard enough?
Your website is vital to the marketing and sales effort of your business, but how can you make it work harder and improve your return on investment?
The first question you should ask yourself is, what do I want to achieve from my website? It may sound obvious, but until you have clarified what the purpose of your website is, it is difficult to measure its success. Every business has different aims and objectives but generally speaking, your website goals will likely fit into one or more of the following categories:
- to increase brand awareness
- to support your offline marketing/sales efforts
- to generate enquiries
- to drive online sales.
In the web industry these goals are known as conversions and the beauty is that they can be perfectly tracked and measured through web analytic tools.
So, to generate more business from your website you need to increase the number of conversions. Sounds simple enough in theory but how do you achieve this in practice? There are two main areas you should be looking at.
Traffic is essentially your website footfall, or visitors to your site. At its simplest level, the more people that visit your website, the higher the chance of one of them becoming your customer. Therefore by increasing your website traffic you should see more conversions.
One of the best ways to drive quality traffic to your website is by increasing your website visibility on search engines, such as Google, Yahoo or Bing. Thousands of people are searching for information, products and services related to your business on these search engines every day. The more visible your website is to these people, the more likely they are to visit. Search Engine Optimisation (SEO), which makes your site more visible within the natural search listings, and Pay Per Click Advertising (PPC), which increases your websites visibility within the sponsored listings (the listings at the top and down the right of a search page), are the best ways to achieve site visibility.
What happens once someone lands on your website? The ideal scenario is that they go on to make an enquiry or purchase something, but often this is not the case. Imagine 5% of visitors to your website currently convert, but what would happen if you increased that success rate to 10% and beyond?
Conversion optimisation is about understanding why visitors aren’t converting and then using that information to make improvements to your website. The first step is to understand your site audience. Who are your current online customers and why are they happy to do business with you, and conversely, what deterred those who didn’t transact? Next, you need to understand how user friendly your website is. Web analytics tools can be extremely helpful in ascertaining areas that can be improved to better the user’s experience. Finally, use this information to trial variations of your website and measure the results.
Article posted on Tuesday, April, 24th, 2012 at 10:00 am
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