5 Key Indicators to Improve your Website

  • website analysis

Tired of having a website that doesn’t meet expectations? If you’ve tried to improve many things but the results are not significant, here’s a tip for you: you’re probably analysing it wrong. Get started now with a website analysis of key indicators: they’re the ones that will tell you what you need to work on.

Here are 5 indicators to take into consideration:
– The traffic sources
– The bounce rate
– The time spent per page
– The customer journey
– The conversion rate

Map your traffic (and its sources)

Be careful: Yes, you do want traffic. No, you don’t want it at all cost. What you should desperately want is leads, which means traffic should be qualified. What are your possible sources?
– Search
– Adwords
– Display
– Emailing
– Social media
– Social Ads
– Your landing pages
– Call-to-actions implemented in your content
– If you have any, your business partners
– Other

Take into consideration that a person coming from Google is probably not as interested in your company as someone who clicked in one of your emails. Make sure to carefully track these sources and analyse them in order to find out which one is the most efficient. It’s easy:
– Every click on an advertisement is carefully tracked by whatever platform you chose.
– Use a tool for every link you share on your social media. It can be snip.ly or Start a Fire to recommend your own content within the shares or simply bit.ly… Dozens of tools exist.
– And for the rest: insert a tracker on every clickable part of your website or on your landing page. You should be able to fully see what’s going on your website. Not just which page drove the most traffic but also what was the journey on your website, where people click most often, etc.

Watch your bounce rate

Bounce rates are generally high. When I think it through, I must click on at least 15 pages and then immediately leave per day at work. And the worst part is that I realise how intransigent I am with the results I expect. If I don’t have the precise information I want within seconds, I click on the erase button of my keyboard and I’m gone. Design and “catchiness” don’t matter that much. And that only includes the websites that might have had a chance to give me my answer. How many websites did I visit by mistake? Either by “misclick” or because it wasn’t clearly expressed that the website didn’t match my needs.

So don’t get depressed over your bounce rate – you’re never going to have a 20% – or if you do, call me. An average bounce rate often cited is between 45 and 60%. A fellow marketer from RocketFuel decided to examine himself what the average bounce rate was and on the 60 websites he focused on it was around 50%.

As long as you’re under 70-75%, don’t panic. That, of course, does not mean you should not try to improve. Your bounce rate will help you determine the progression margin you have. If you have a 65% on your home page, you can aim at a 60% by improving the information placement including the menu, short description and quick access to the most important rubrics such as prices and products. The design also weighs in if the person is interested in what you do. Improving the quality of the traffic is also the best way to decrease that number.

But you’re probably not simply sharing your homepage. There are other pages you want to drive traffic on. So let’s talk bounce rates inside your website. I once saw a company update their FAQ page and the bounce rate went up to 80%. You don’t just land on a FAQ of a precise website, you’re looking for info. And 8 out of a 10 people were not satisfied with the answers they found. That should alert you and make you work on that FAQ again, and fast. Do the same with all of your pages and find out if:

  • Your product/service page as well as your category pages are clear and offer the right call-to-actions (subscribe, prices, ask questions, etc.)
  • Your contact page is well done: easy to use, not too much information asked, etc.
  • Your FAQ is relevant
  • It’s easy to go from one page to another

The prices page is a bit tricky because you can’t really get information from its bounce rate analysis. I’ve seen the price and I’m leaving. Does that mean I don’t like these prices or that I’m just done benchmarking or that I’m convinced and will buy it soon?

Check the time spent on your pages

That’s where analysing the amount of time spent per page comes in. It’s likely that someone who stayed rather long on your prices page wanted to check your offers because they’re interested. In the case of a blog, there’s always a high bounce rate. People come to read an article and then leave. Time per page will help you make the difference between a visitor who did not want to read your article or one who read it from A to Z.

Optimise the customer journey

I’ve mentioned it above but customer journey is really important. More than just a metric to check your efficiency, it’s also going to help you build your whole website. Count the number of clicks you need to go from a point A to a point B while checking that the different steps of the journey are clear. If your objective is to drive your customer to the subscription page, then make sure that they can easily do it from pretty much anywhere on your website.

Increase your conversion rate

Check your conversion rate (here are tips to increase conversions), your bounce rate and the time spent on this page carefully. It will be able to help you determine if people leave when they see the form (and in that case the design might be an issue), in the middle of it (meaning you’re asking for too many info) or if the page is just not what they were looking for (instant leave).

Bonus tip: Check your mobile/desktop percentages regarding your traffic. Mobile traffic keeps growing; adapt your website!

And if you’d like to have a free diagnosis of your website to check its potential for leads, just click here:

Free Diagnosis

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