How to Measure Your Website Design Success
Like many business owners, you put up a website awhile back. How long has it been—a year? Longer? When you began the process, you worked closely with your team on the website design. This was the big step into putting your business on the internet. Since then, your day-to-day business tasks have taken all your time. Now, you have a free moment and you wonder, how is the website doing?
Here is the question to ask, “Is my website design producing sales?”
Another very important question is, how do you know how the website is doing? What do you use to measure whether the site is successful? Hey—you know for certain your colleagues were impressed and your competition was jealous. But you did not get to where you are by relying on something so flimsy as the opinions of others to know how your money is doing.
Think back to when you made the decision to build the website. You did this for many reasons, but the overriding factor was to increase your bottom line. You wanted leads—you wanted sales.
Just like in your business, you have to employ a measuring tool of some kind to know if your website is producing its intended results. And just like you, A+ Net Solutions relies on hard business results—conversions—as our yardstick of how effective a website is.
The first, most important step in our Website Design process is the “conversion architecture.” Is the website designed in a way that is conducive to getting leads? There are many factors that affect whether a website visitor will take the next step, whether she will pick up the phone or submit a request. Does the site make sense to the visitor in how it’s laid out? Is it clear to the visitor what to do to get the information she wants? Or does the website lead her on a journey in which she can’t find the basic information and makes her leave the site in frustration?
We also look for what the website asks the visitor to do. Then we check to see if there is a tool in place to measure how many visitors took that action. This is another critical part of your website design.
One of our many tools is Google Analytics. Not only do we count visitors to a website using Analytics, we can get a lot of other information. We can get data on how long the visitor was on the site, what pages he viewed plus much, much more. We sort through pages and pages of raw data. Then we apply many other analytical strategies to give the website owner a complex picture of the activities of his customer.
This is valuable information. If you have a website and are not getting this data, you might as well not count the day’s receipts at closing time. You should regard this data as important as the sales from your showroom floor.