Your website is an essential marketing tool for your business. For this reason, your website performance should be continually measured, analyzed and updated.
By measuring your website’s performance, you’ll be able to:
- Learn what should be changed
- Learn what content should be promoted
- Learn what content needs to be created
- Develop Future marketing strategies
- Set goals and benchmarks
If you’re not measuring, you’re not marketing to your fullest potential. Measuring your website’s performance helps your business generate leads and improve website performance.
Three different parts of your website need to be measured and analyzed:
- Content – blog articles
- Calls-to-Action
- Landing Pages
Blog Article Performance –
Blog performance is a key component to your website that needs to be measured and analyzed to make sure your content resonates with your target audience. Here are a few pointers to help you successfully measure your blog article performance
- Measure the number of inbound links per blog
- Measure the number of social shares per blog – are there any patterns?
- Track the number of views per blog – are articles with more compelling titles getting more views?
- Use Google Analytics to measure the time spent on each blog – is the entire blog getting read?
- Find articles with several comments and write another article based off the comments
Call-to-Action Performance –
Call-to-Actions promote engage and encourage visitors to take an action on your website. By including CTAs, visitors are more prone to download an ebook or accept an offer.
- Measure CTA views
- Measure the number of clicks
- Measure the number of conversions
- Change or test CTAs – track and compare click-through-rate and conversion rate
- Design future CTAs from the collected data
Landing Page Performance –
Landing pages are essential, in that they provide a way for you to capture your lead’s information through the use of a form. Landing pages allow you to target specific audiences, offer something of value, and convert your visitors into leads.
- Track the number of submissions of each landing page
- Measure the conversion rates of each page – typically, your pages should have at least a 5% - 10% conversion rate
- Measure the number of shares each landing page gets – this helps determine what content is valuable to visitors
- Use Google Analytics to measure the bounce rate – the goal should be to have less than 50% bounce rate
In each of these areas, examine the relevancy and value, how it’s being promoted, and why one may be doing better than the other. After measuring and analyzing each of these elements, you should be able to see areas of improvement. Change on your website can be a good thing. Freshen up your site and find intriguing ways to attract and engage with your audience – you’ll be on your way to generating more leads and increasing sales.
