Let's say you now have a stellar responsive website that receives traffic, generates leads, and functions properly to accommodate all your business needs. In this instance, most people would say your work is done! It's time to sit down, relax and reel in the benefits of the website. In reality, despite this common belief, your website should never be left alone, without ongoing improvements, nurturing, and care.
Stagnant, old, unchanged websites that lack necessary features and optimization techniques not only prevent the business from reaching new leads and growth potentials, but unfortunately can also hurt the reputation.
As we have mentioned in our previous web design, search engine and conversion optimization marketing articles, after a website's launch, all properly developed websites generate a ton of data. This data, if properly analyzed and applied, can lead to a slew of possible website improvements and development features that can improve your site traffic, lead generation, conversion rates, and most importantly, have your website continue to work for your business harder than ever.
There are several very simple conversion optimization steps every company could take to develop new website optimization opportunities and easily implement the necessary changes to advance their website. In this article, we will focus specifically on website analytics.
Utilizing Website Analytics
For starters, with the help of web analytics software (such as Google Analytics, for example), companies can track and determine the type of traffic that is currently visiting their websites. This information can allow companies to determine several factors:
What type of visitors are coming to the website?Do these visitors fit into the right demographic for the business? In other words, how do the actual website visitors match up to the company's target market?
Where are the website visitors coming from?Depending of the traffic source, companies can determine what outside digital sources direct the most (and most useful) traffic.
Is the currently visitor traffic coming from “new" or “repeat" visitors?Depending on the desired type of traffic for the business, a company can alter their website visitor types to drive the right blend of new and repeat visitors.
What regions of the world does the traffic come from?Similar to visitor type, this information can identify if the website traffic comes from desired regions of the world where company does and/or prefers to do business.
How much time does an average user spend on your website?A high count of visitors to the website aren't very useful if their “bounce rate" (percentage of visitors that abandon the site immediately) is too high.
What percentage of users perform the desired “action" on the website?Also known as “conversions", this is the desired outcome from a visitor. Whether it's to buy something, request a quote, or sign up for service or newsletter, how many of these users “convert" to a customer.
Analyzing the Data
Properly collecting and analyzing all of this information can help business owners decide whether or not their current website and other marketing efforts work properly to attract the right users. This data can help determine if the efforts are generating the right amount of traffic. Does that traffic finds your website insightful and sticks around on it, or does the traffic bounce right back out?
Making the Appropriate Changes to Increase Conversions
After identifying useful data points to your specific case and analyzing the data, it's extremely important to determine and take the proper action in order to address any flaws of the website to improve conversion rates. For example, improper perception and wrong implementations can harm the website conversion rates.
At Logic Media, we spend countless hours analyzing our own and our clients' data to ensure that none of our website efforts lack the necessary features to help convert traffic. With the help of various digital tools, we collect, analyze, and process the data on our client websites to help them determine all the possible ways to further improve their digital experience and help them grow their business.
If you are wondering what step you can take with your website to have it “work" for you, give us a call at 502.252.1446 or email us at firstname.lastname@example.org , we'll be glad to help.