How well is your site performing ?

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Do you know how well your website is performing?

Having a website a really important marketing tool for most businesses but a lot of website owners will not have any inclination as to the performance of their site.

When getting potential customers to your website, you want to ensure that they hang around and take note of what you’ve got to say and what you are offering.

A poorly designed website that’s unfit for purpose will turn more people away then it attracts. When looking at the performance of a website, one of the most critical factor’s is the bounce rate. Recorded as a percentage, this denotes the number of people who are coming to the landing page of your site but then leaving without going any further.

Having a high bounce rate is obviously not a good sign. You’ve invested all that time is producing lots of web pages but if people aren’t staying around to view them, you’ve missed the boat.

In conjunction with this, the Average Visitor Time denotes exactly that, the average time spent on your website. Having a very low average visitor time is usually another sign of a poorly performing website.

Its widely regarded that on average, your website has got about 8 seconds to convince your visitors that you have something worth offering. Its therefore critical that when potential customers come to your site, you have got to capture their attention.

Here are just a couple of important factors when thinking about your landing page ?

Presentation

Yes, as we all know, first impressions do count! Your website is your greeting card to your business. If your website looks unprofessional, is badly laid out or not mobile friendly, what does that say about your business ?

Its really important that your website looks professional, is well constructed and is easy to use and navigate across all media platforms including smart phones and tablets.

Engage your audience

When thinking about the content for your landing page, its really important to put yourself in the shoes of potential visitors.

Think of the key messages that you want to get across in relation to the services or products you are offering. And then make sure these key messages are prominent.

If you are providing a service, think of the “pain” you are offering to alleviate. If you are a landscape gardener for example, and someone comes to your site, chances are they are looking for a cure to their untidy and unkempt garden. People will want to easily identify your remedy with their “pain”.

There is no need to baffle people with loads of jargon and tech speak. Be informative, yes, but don’t make the mistake of thinking people will want to read through realms of waffle.

What makes you different ?

There is no getting away from it. The internet is becoming an increasingly congested market place. You may well have a niche service of product that is unique, but chances are, your business will be just one of many competing for the same clients.

This is where it pays for you to think of all the aspects in your business that are your USPs (Unique Selling Points). Be it the level of service you offer, the hours you are open or the prices you offer, think of those things which will help to set you apart from your competitors.

Case Study

At Beanebytes, we were recently appointed by a client who was really struggling with seeing a return on his website. After performing some initial analysis, we determined that this was due in part to a horrific bounce rate of nearly 85%. As such, over 4/5s of the visitors to the site were leaving after just 1 page.

Just by simply applying the factors mentioned in this article, we were able to help reduce this figure to a far more healthier figure of 20% with a similar improvement in the average visitor times.

The key message is that to fully make the most of your website, you must firstly ensure that you have the means at hand to monitor its performance. After all, you wouldn’t just set off on a car journey without knowing how much petrol was in the tank, would you?

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