The performance of your website can be measured in many ways. The range of measurement can extend from a simple esthetic look to a complex list of items. This list is what you use to figure out what to do with your website to help make it more productive.
Measurements can give you perspectives on a problem or opportunity, and should be considered the front end of your website. Your website is your business card to the world and first impression. It is a tool to not only let people know who you are but also how you can help them find what they need.
Key Performance Indicators:
One could argue that web analysis is the most important activity for online business success. Unfortunately many websites are not designed to provide any information. It is an area where many businesses fail to focus their attention. Still, it can be as important to your bottom line as any other business function and is becoming more important with new applications used by potential customers looking for your services. No longer can a website be installed and left static waiting for chance like a roulette wheel. At mfchase.com we make it a primary function for you.
Website analytics are the measurements of what occurs when a visitor accesses your website. You can find out how they arrived, the browser used, what they did during a visit, how long the visit was, the pages visited and more. Website analytics is tied to many key performance indicators ( KPI's) that help you evaluate the success or failure of a particular marketing or advertising campaign. More often than not, these are left to chance.There are basic charts where you can watch numbers move up or down and base important decisions on those simple metrics alone. However, there is more! There are an endless number of factors and elements that can and should be measured instead. Identifying what is really important to your business will help you define your level of involvement.
One of the most difficult part of Web analysis is determining which KPI's to use. The many available indicators and how they are to be used within a company can sometimes be overwhelming. Still, there are a few basic KPIs that can give you good insights, without requiring specialty knowledge.
- Conversions: One of the most important metrics is the conversion factor. That is - how many visitors per conversion, How many visitors did it take to deliver a buyer to your business door. This is easy to do for the e-commerce site, just count sales. For the non e-commerce sites it can be done with a measurement of the call to action(CTA). Is your website helping you achieve your goals? Are you getting an adequate return on your investment (ROI)? How many visitors does it take to achieve your website goals? Whether the objective of your site is to generate leads, have visitors purchase goods online or visit your shop, this measurement indicates if your website CTA and its promotional channels are working together.
Cost per Lead: We always want the maximum value out of promotional investments. The cost per lead measurement indicates which methods you use are paying off and those that may need to be altered or eliminated. For example in a coupon download, assume the total cost of a project (including research, copy-writing, design, etc.) was $1,000. If the project generated five leads, your cost would be $200 per lead. If the resulting order was for a $20 haircut it would be completely unacceptable but a $20,000 automobile might be a different story. It is the responsibility of your webmaster, someone adept on high performance analytics to help you find ways to cut costs or make modifications to improve response rates and, ultimately, the number of conversions, driving the cost per lead down.
Tenacity: How long do visitors stay on your website? The number of page views per visit allows you to measures how deeply a viewer gets into your website. This is a very good reason to have multiple pages each with a call to action. Measuring the level of involvement and length of time a visitor spends within a specific content area will show areas of potential improvement. If viewers are highly engaged in a specific content area, you may decide to keep the section the same. You can put text links to other parts of your site that relate to help visitors explore more deeply. If numbers drop for a section , it may be time to update that content. If visitors are not going to a page at all, you may have a problem with your navigation or a confusing advertisement.
On-site web analytics measure a visitor's journey at your website. Using just the three items mentioned here will get you started with a sound strategy that you can build on as necessary. Remember, your website is a tool that can be leveraged in many ways to benefit your business and encourage people to make a purchase. Logical analysis can measure the performance of your website in a commercial context. You can call it planning, scoping, auditing, or diagnostics, but you’ll need to roll up your sleeves, prepare yourself to be shocked, and immerse yourself in a lot of creative thinking if you want to move the needle in a positive direction. Or you can have us assist you in the process
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