So you finally launched a website redesign last year—it looks much better—and your number of visitors has increased. I think about the business owners who rave about the number of visitors coming to their website. It’s amazing how many of us would also believe that their website is a success but unfortunately, website traffic alone doesn’t translate into more business.
If this scenario sounds all too familiar, you probably need to delve a little deeper to find out what’s going on. Here are five points to consider as you start taking a closer look at your success metrics:
1. Do your website visitors already know you? The whole point of the website is to link you with potential new customers who have never heard of your business, not people who may be merely looking up your address. A well-designed website should only have a small percentage of visitors, maybe 5 percent, who have used the company’s name to find it.
2. Are you bringing in potential customers? Let’s say you’re an assisted living community. People who find your website searching for “senior living ” probably aren’t going to help you. They likely won’t help you if they searched for “senior living communities.” You want the people who searched for “assisted living communities ,” or better yet “assisted living communities Richmond Virginia.” They know what they want, and they will buy from you if you’re providing relevant information and supporting it with meaningful offers.
3. Does your social media presence work? If you spend 10 percent of your online marketing efforts on social media and 25 percent of your website visits come from Facebook or Twitter, you’re in good shape. Better yet, you can set up goal scenarios through Google Analytics. A goal might be that you want people to come from Twitter to see a post on your site that links to a promotional offer. You can then tweet the promotion and see how many people follow the path.
4. Are visitors bailing from your homepage? Google Analytics tells you your homepage’s bounce rate, the percentage of homepage visitors who never clicked on additional pages. If the bounce rate is more than 60 to 70 percent, you have a problem. The search terms your visitors are using to find the site tell you whether they’re the people you want. If they are the right type of visitors and they aren’t delving deeper into the site, then the blame goes on the homepage. It might not look professional, content might not be compelling or the website might simply be confusing.
5. Are they looking at your product or service pages? The website is supposed to generate sales or interest in your services. If website visitors aren’t looking at the pages that allow this to happen, then your homepage is not doing its job. The homepage should be divided into decision-making paths that quickly separate visitors by their interests and lead them to the information they are looking for.
Most of all, don’t be intimidated by the analytics. Get your feet wet and decide what you really want. These numbers are the key to finding out whether your website is effectively generating business.
I encourage you to click on the offer below to get your free download of our Website Assessment Checklist to see how your organization fares.