How Do You Measure the Effectiveness of Your Business Website?

As a savvy business owner, you want to know if your business’s website is truly effective, and to do so, it’s essential to dive into the data and analytics. Many business owners find this journey into left-brain thinking complex and like going through a labyrinth.

The solution: seek professional advice. If you’re looking to evaluate the web design of your San Diego business, you have come to the right place.

At InnoVision, we understand how to make sure your business’s website is working 24/7 for your brand and your budget and to achieve your business goals. We look at measuring success in terms of communicating your brand, connecting with your audience, and delivering results for your business strategy.

Brand, Audience, Strategy

Your website should communicate your brand image, attract your target audience, and help your business grow according to your strategic plan. According to the University of Brighton, a website must have an easily identifiable purpose and be easy to use, up to date, reliable, and well-designed.

A business website is the face of your brand, and it should make you proud. Your website is the first thing customers see, and it can revitalize your business, and help you reach your target audience. Every business site needs visitors searching for the solutions they offer. Make sure that your website is doing the hard work of attracting target customers, delivering a great user experience, and ensuring repeat business.

As a business owner, be strategic. Working with a professional web design company in San Diego saves time and money. Make sure your creative team focuses on design, color, fonts, and messaging for maximum impact.

Whether you have a simple multi-page website or a powerhouse e-commerce site, your business website is where your vision comes to life.

How To Measure the Effectiveness of Design Decisions

What do you want your website to do for your business? According to Smashing Magazine, it is important to first define your business goals and use data to inform your website design decisions.

Think about your specific business goals. Do you want to have more visitors to your site? Do you want to increase walk-in traffic to your brick-and-mortar business? Do you want to see a boost in quarterly online sales? Based on your unique goals, your design team will define the best solutions and the best points to measure progress.

If your business website is focused on getting more visitors, it’s important to measure where visitors come from, how they find you, and how to improve performance. If your business website is targeting quarterly sales, measure how people become customers and focus on lead generation. Evaluate how people behave on your site, conversions, purchase volume, and cart abandonment.

What Metrics Are Important to Measure?

Track key metrics that support business goals for your brand, audience, and strategy, such as evaluating keyword ranking, website speed, bounce rate, and conversion. The top 12 metrics to measure:

1. Keyword Ranking

Keyword ranking keeps a lot of business owners up at night. Your business website should be working in your favor to get your business top rankings.

2. Website Speed

Prospects and customers are busy and want to understand the purpose and offerings of a website without wasting time. When your site is slow to load, it hurts your brand and your business.

3. Assets

Assets refer to content such as video, audio, and written copy. The best assets engage visitors and speak directly to the hopes, dreams, and solutions your audience seeks.

4. Unique Visitors

Monitoring unique visitors measures interest in your site. You should see the number rising each month.

5. Traffic Source

Measure traffic sources to understand where your visitors are arriving from—such as social media, organic search, and referrals. With this measurement, you’ll see from which sources people are coming to your website.

6. Error Rate

This piece of data lets you diagnose issues and fix them before they become a major challenge. When there are spikes in request issues, you can preempt serious issues.

7. Page Performance

What is the performance of specific pages on your websites, such as landing pages and exit pages?

8. Lead Generation

Getting the right leads fuels your sales. Tracking leads is a typical practice in sales—and vital to sustainable growth. To measure your website’s effectiveness on lead generation, focus on click-through rate, average session duration, and bounce rate.

9. Click-Through Rate (CTR)

CTR shows the percentage of users that interact with a specific call to action. Actions vary depending on your business goals such as taking a webinar, downloading a whitepaper, calling for a free consultation, or purchasing a product.

10. Average Session

The average session duration is how long users stay engaged. Longer sessions typically show a higher level of engagement.

11. Bounce Rate

This is a term that refers to the number of people leaving your website without interacting or visiting other pages. This number indicates that people aren’t finding what they need. According to Hubspot, a high bounce rate can be caused by confusing navigation, broken links, or problems with the calls to action. A survey by Top Design Firms shows that 42 percent of visitors bounce because of the poor functionality of a website.

12. Conversion Rate

Conversion shows how effective your website is in overall performance. You’ll gain insight into the quality of leads. Conversion rate helps you align and measure your strategies’ effectiveness for both on-page and off-site impact.

With 12 data points, it’s easy to feel overwhelmed. Fortunately, you’re not alone. Talk with your design team about what to measure and the best tools to achieve success.

Use Data to Measure Website Performance

Determining your website’s effectiveness is easier with Google Analytics.

Google Analytics is like getting into a helicopter to get a 360-degree view of site performance and it’s easier than you may have realized. For instance:

• To view the conversion rate with Google, go to Conversion and then click Overview.
• To understand bounce rate, with Google, go to Behavior, Site Content, and Landing Pages Report to check specific pages.

Is Your Website As Effective As It Could Be?

Your business website should make you proud—and work tirelessly for you 24/7 to achieve business success. The team at Innovision is ready to measure and skyrocket the effectiveness of your business website.

If you want your business website to make a positive impact, draw in customers, and boost sales, contact the team at InnoVision today. Let us help you grow your business!