Having a website can be a powerful tool to have in a business. All website is created to fill the needs which is to promote one’s business. In todays time, whenever someone hear of a company that they are not familiar with the first thing is to search for it online hence the first impression of website is very important for a business to attract customer.
There are a lot of website available and you might stumble upon a website that you think to yourself “Wow! This website is really well built and clean, it must be really successful”. But the measurement of success is different for each of the company depending on their needs. To measure your own site’s success, you must first define what success means to you and develop a clear picture of how your website is performing according to these metrics. The foremost importance is knowing what you want to achieve from your website. Defining the purpose of your website is essential to defining its success.
You need to set some clear goals that coincide with your website’s purpose. Make sure you set S.M.A.R.T goals:
- Specific: Who, what, where, when, and why?
- Measurable: They should include numbers and figures.
- Attainable: Your goal should present a challenge, but not be impossible.
- Relevant: Does your website goal fit with your overall marketing and business goals?
- Time-bound: Do you want to reach this goal in a week? Six months? A year?
There are also a few metrics that can be used to check the analytics of your website.
1. Number of Visitors
This is the first step onto figuring out what works and what doesn’t. If there are a large influx of people coming onto your website, Good, but where are they coming from? If you see that the number of visitors is decreasing over time you need to think, Why? What is the reason that less people are visiting, is it a website issue where customer can’t get on? Is it there are increasing competitors? Get to know the trend of customer behaviour and where your biggest market are at.
2. Bounce Rate
This is the percentage of visits that go to only one page before exiting a site. There could be a number of reasons for this to happen.
- Website not attracting users to interact with it
- Leave your site by clicking an external link on the web page
- Press the browser back button
- Type another URL into the web browser
- Close the browser window or tab
Did you recently change anything on your site that caused this to happen? If so, maybe try reverting it and see if bounce rate decreases. If no, maybe see on where to be improved on. Check on which source of traffic causes increase of bounce rate and fix those to get more high-quality engagements.
3. Average Time on Website
How long are your visitors hanging out on your pages? Is it long enough for you to get your point across? Perhaps you have informative videos on your site and the goal is for your visitors to watch them. If the videos average about four minutes in length, does your average time on page reflect that your visitors are staying long enough to watch the videos?
4. Click Through Rate
Calls-to-action (CTAs) are a critical aspect of every web page. You need to direct your visitors to the next thing you want them to do such as download now, view more, add to cart. If your CTAs are not being clicked, you need to make changes so your visitors take the next step toward becoming customers. Try to use colours that stand out but don’t look spammy. Make your CTAs seem intriguing enough to click while still looking valuable and not like ads.
5. Conversion Rate
This is the metrics that most business owner loves. If this is doing well, then all of the previous metrics are doing their jobs well. There are many different kinds of conversion rates. Conversion rates can refer to a landing page conversion rate, email conversion rate, visitor-to-lead conversion rate, lead-to-customer conversion rate and so on. The bottom line is that you need to be making conversions on your site to get customers and revenue.
At the end of the day, track all your progress. Try and play around with it, see what works and what doesn’t. Owning a business is a game of trail and error and error isn’t a bad thing to have, it helps you fix the problems early on and ensure a smooth sailing of your business. So don’t be afraid to try but always try SMART.