You know that your website is a strategic tool to attract potential customers and inform them about your business’s activities. Unlike traditional advertising, the interactions between potential and current customers and your website allow you to measure and improve your marketing efforts’ performance. A minimum of knowledge is enough to examine your website’s underlying content and see how well it performs. You will also identify the places where small adjustments would allow you to attract a higher number of potential customers, a valuable asset to improve sales and customer experience.

Before you start, what do you want to achieve with your website?

The term “performance” can have a different meaning for each business, so it’s important to think about a website’s role for yours. For example, suppose your goal is to collect email addresses from customers to send them regular offers and newsletters. In that case, you will need to develop an online subscription feature for your mailing list. If you’re more interested in increasing word-of-mouth, take a look at your website’s share count on networks like Facebook or Twitter.

You are probably wondering how to determine the performance factors to evaluate? Here are some points to guide you.

How can people find out about your business?

For potential customers to become repeat customers, they need to hear about your business, which often results in a visit to your website. Benchmark data shows where your website traffic is coming from, whether it’s search engines, advertising, email newsletters, social media, or more. For example, if you apply different copywriting strategies to reach clients in various parts of the city, you will learn what works best and where. This data will allow you to evaluate the performance of your efforts to reach new prospects.

What are visitors doing on your site?

Analytics reports help to better understand the behaviors of people when they visit your website. These reports will give you, for example, the number of visitors, the length of their visit, the traffic, and the specific pages they visit, such as contact forms or service listings, whether from a device. Mobile or computer. A local business can also configure its reports to target only performance data from the regions it serves.

How do you make it easier for your customers to find information?

Bounce rate represents the percentage of visitors who leave a website without even having viewed its content. A high bounce rate can indicate, for example, that visitors cannot find the information they are looking for fast enough or that they are not interested in the content. By looking at the exit pages, you can determine exactly where visitors are leaving the site, which might allow you to revisit your call-to-action strategy, for example. Conversely, a high click-through rate (CTR) on forms, buttons, and other calls to action means that customers take the desired actions.

Two assessment methods

Get answers with analytical reports

With applications like Google Analytics, you can get the insights you need right away, which track visitors’ numbers to your site and their journey through your web content. This type of report also gives you the number of new visitors than regulars and indicates their visit duration. Web Design and Development offers a free analytical report which integrates all digital solutions, with data about visits to your site, profile or partner sites, contact rates, income calculator, and more. Analyzing a specific period gives you insight into your performance, but you can also view your metrics on a weekly, monthly, or yearly basis to gauge your performance over time.

Ask your customers:

While analytical reports tell a lot about what’s going on on your website, your customers are also an invaluable source of information. Consider adding a field to contact forms to ask customers how they heard about you, offer them a coupon or something, thank them for providing feedback on what they like about your site, or what content they would like to view. Research has shown that simply asking customers for feedback has a positive impact on satisfaction and loyalty. Our websites have forms that facilitate customer feedback.

Maximize your digital presence

Building a website is a positive first step in getting new customers and building stronger relationships with your current customers, but analyzing your site’s performance offers you an invaluable chance to maximize the return on your digital investment.