It is a well-known fact that businesses must have a website in order to compete in today’s business environment. However, it is also important to ensure that your website is actually performing up to par and not scaring away your web visitors. One way to do this is by regularly analyzing your website engagement metrics and fixing any areas that are driving away visitors.
The only way to tell if your website is performing well is to analyze your website engagement metrics. When doing this, it is important to look beyond the number of visits. For example, if you have 10,000 monthly visitors but a 70% bounce rate, the number of people who are actually perusing your website content is much lower. It is important to look at metrics over an extended period of time – looking at the stats for one week may not give you enough data to make an accurate analysis. Also, remember that traffic patterns tend to fluctuate occasionally due to seasonality, holidays or other events.
In order to tell if you have improved your metrics, you must first know where you started. Therefore, it is important to record your current website statistics. Once you know what your current statistics are, you can then analyze them to determine any areas that need improvement, such as bounce rate or pages per visit. Additionally, tracking these metrics over time will allow you to notice any negative trends that need to be reversed before they become a bigger problem.
Once you know the engagement metrics you want to focus on, you can then use analytics data to drill down to various aspects of your website in order to try and uncover the cause of the issue. For example, is it a certain page that is producing an abnormally high bounce rate? A specific source? A particular keyword?
Once you have uncovered the cause of the problem, it is time to get to work trying to make improvements. Depending on what you believe is the cause of your negative metrics, you may want to make changes to the design or layout of your website, revise page content or add images.
Once you have made changes and allowed an adequate amount of time to pass, reassess your metrics and compare them to the benchmark measures you collected before making the changes.
Revise (If Needed)
After analyzing the metrics you gathered against your benchmarks, you will want to either make the changes permanent or reevaluate and make other changes if needed. This process should be repeated regularly to keep your website performing at the peak level.
The Importance of Website Engagement Metrics
Your website is one of the most visible marketing pieces for your company. Make sure that it is doing its job by continually monitoring your website engagement metrics and making updates as needed to ensure that visitors are staying and consuming as much information about your company as possible.
Need help with improving your website engagement metrics? Contact Launch Marketing today! Be sure to follow us on Twitter or like us on Facebook to keep up with the latest B2B marketing tips and trends.