Arguably, your website is one of the most important aspects to your business, but how do you know if it is performing? Is it even bringing in business, and can it be improved?
In this article, I will highlight some of the key questions you should be looking at to determine whether your website is performing, bringing in sales and if it can be called successful.
Most of this data can be extracted from a basic Google Analytics set up, which if you haven’t already set up on your website, we could easily help you with at Kidis Creative.
How many people are coming to your website?
The first thing you want to know is how many people are visiting your website. Along with that you want to know how many of them are new visitors and how many are repeat visitors.
You’ll also need to understand how active these visitors are on your website. You’ll need to know which pages they visit most and how many pages your visitors are viewing on average.
Most importantly you’ll want to examine how your website traffic is growing, or not, each month.
Do you know where you’re website visitors are coming from?
We don’t just mean what country they’re coming from, although that is important, I mean how did they find your website? Did these people come from Google, Facebook, a referral from another website, or did they click through on an ad. Did they come from an email or did they just type your web address into their browser address bar?
These are important questions you need answered so you can understand which of your other marketing activities drive people to your website. It could be email marketing, Google Adwords advertising, Search Engine Optimisation, a Facebook post or something else.
How many visitors are becoming leads?
I heard this quote many years ago and it still resonates all these years later and it is simply this. Most people try to track and improve the “HITS” on their website. The problem is, HITS means nothing except “How Idiots Track Success”. What is truly important is your conversion rate and how many people become leads by getting in contact.
Do you know how many leads come from your website each week or month? If you do know how many leads you’re getting from your website, you will need to know which sources convert the most leads so you can put more effort into the most effective marketing activities.
You need to understand whether your conversion rate is getting better or worse so you can focus on improving your visitor to lead conversion rate.
Why did they chose you?
What did your visitors find on your website that drove them to sign up as a lead?
Was it a special “Call to Action”, a promotion, or was it simply they needed someone that does your service. Whatever the case you need to know what content your leads consumed on your website before they signed up.
How much money is your website producing?
To calculate this you’ll need to know how many website visitors became customers. You will need to figure this out by tracking the leads that are coming in from the site and then working out how many of those become customers.
Once you know this number, you can work out the average lifetime value of your typical customer. Once you have this value, you can multiply (how many customers came from the website) by (their lifetime value) to work out how much money your website is making.
You’ll need analytics to put all this together for you
You might be thinking that getting all this info together will be a real challenge.
With Google Analytics installed and with a trained professional we could compile this information automatically in an easy to read weekly and monthly report.
If this service is something that interests you, send us an email at firstname.lastname@example.org with the subject line “Google Analytics”
I’m looking forward to hearing from you soon.
Paul Tselekidis – Founder & Director at Kidis Creative