Archive for Website
You have a website set up. You like the look of it and it contains all the information you think is important for your customers or clients.
If I were to ask you if your website is working for you, what would your answer be?
If you’re like many of our clients, your response would be “I don’t know.’
You may know which search engines and which other websites are sending you traffic, but do you know which pages your visitors find the most interesting and which pages cause them to leave your site? Do you know how many visitors on a specific page are there for the first time vs those who have been on that page before?
Having this type of information gives you important insights into how well your website is meeting the needs of the potential clients & customers who visit it.
Let’s say you have important product or service information on a specific page on your site. Your intention is to have your site visitors read all the information (you estimate that should take approx 2 minutes) and then move on to another page on your site to purchase that product or service.
Without looking at the analytics (site data) you won’t know if that’s actually happening. What if the data tells you that your site visitors spend less than 20 seconds on that information page and then leave the site entirely without visiting any other pages? What if the data tells you that site visitors spend 20 seconds on your information page and then go to another page on the site instead of the page you wanted them to go to?
If you have a measurement tool like Google Analytics set up on your site (it’s free), then you have that information at your disposal.
If you’re not familiar with Google Analytics, here’s a sample taken from the analytics of one page on our website. This is data for a 7 day period.
You can see that this page has been viewed 163 times during this week and there are 121 ‘unique views.’ Unique Views are like visits to a single page. If 1 person views a single page 25 times during the same visit, that page would show 25 pageviews but only 1 ‘unique view.’ In our example, while the page shows 163 views, there are only 121 ‘unique’ views.
On average, visitors spent 1 min 45 seconds on the page. If you think about it, that’s a decent amount of time to spend on a single page of a website and it means that the visitor was most likely reading the information on the page. That’s a good thing!
The next two stats (bounce rate and exit) refer to visitors leaving the page. There is a difference between the two.
Bounce rate (in this case 42.45%) tells us the percentage of people who arrived on this page and then left without visiting any other pages on the site. There are a number of reasons for a ‘bounce’ and when you look at all the totality of information from your analytics tool you’ll get a clearer picture of what may be causing people to leave so quickly.
The exit rate (38.65%) tells us the percentage of visitors who left the site from this page. These visitors would have visited at least one other page on our site before leaving.
We may also want to know how many of these people have been on our site before and how many are there for the first time. The number of new visitors tells us that our effort to drive traffic to the site, and specifically to this page, is working fairly well. It’s encouraging to see the number of returning visitors as that tells us that the content is engaging enough to bring visitors back to the site.
Do you have specific goals for your website and some type of analytics in place to measure and see if it’s meeting your goals?
Does your business need a website?
In this day and age it’s clear that your business must have an online (internet) presence. As you can see in the chart below, 97% of consumers go online to research products and services before they shop locally.
Having an internet presence means that you can reach more prospective customers and let them know what your business offers. Your customers expect to find you online. Not having a website or some type of online presence probably means that you’re losing business to your competitors who do.
A website can serve many purposes:
- it keeps your business open 24/7. You can be in front of your customers whenever they’re looking for information about your product or service whether it’s during regular store hours or not. A well designed website that answers your potential customer’s questions can act like a top performing salesperson.
- it can provide customer support and service 24/7. An FAQ (frequently asked questions) section on a website can troubleshoot for your customers day or night
- it presents your business as professional and trustworthy. A well-designed website can instill confidence in a prospective buyer. Providing information about your company, who you are, what you do, where you’re located and how to contact you gives potential customers confidence that you’re serious about your business
- it makes your business accessible to a wider audience. Your site has the potential to be seen by people that you can’t reach with traditional advertising
- it lets you gather information about potential customers. Website analytics (data measurement) gives you information on what brought people to your site and what interests them most while they’re on the site
- it gives you a way to keep in touch with visitors who may be early in the buying cycle . A simple sign-up form lets you connect with potential customers on an on-going basis as they prepare to make a purchase
- it serves as the hub or base for any internet or social media marketing you implement for your business
Will a website help your business? Ask yourself the following questions:
- Do you want to reduce your sales and marketing costs?
- Do you want to expand beyond your current customer base?
- Do your customers use the internet to research items/services before they buy?
- Do you want your business to present a professional image?
- Do your competitors have a website?
If you answered ‘yes’ to any or all of these questions, then your business needs a website!
As part of our social media management services, we can create a website for your business – one that is professional looking yet cost-effective that you (or we) can easily update.
If you already have a website, you’ll want to read our next blog post – ‘How To Make Your Website Work For Your Business.’
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