Evaluating Web Site Performance

Setting up a website is the first step of an Internet marketing campaign, and the success or failure of your site depends greatly on how specifically you have defined your website goals. If you don’t know what you want your site to accomplish, it will most likely fail to accomplish anything. Without goals to guide you in developing and monitoring your website, all your site will be is an online announcement that you are in business.

If you expect your site to stimulate some form of action, whether it is visitors filling out a form so a representative can contact them or purchasing a product, there are steps you can take to ensure that your website is functioning at peak efficiency. One of the first indicators of how well your site is working for you is finding out the number of visitors in a given period of time. A good baseline measurement is a month in which you haven’t been doing any unusual offline promotional activities.

However, just because the hoards of people have passed through your gates does not mean your site is successful. Usually, you want those visitors actually to do something there. It is equally important to monitor the number of visitors to your site who made a purchase. This figure is called the site conversion rate, and it is an essential element of your website’s efficacy.

To find the site conversion rate, take the number of visitors per month and figure out the percentage of them that actually acted your site is set up for. For example, if you had 2,000 hits to your site, but only 25 of them purchased your product, your site conversion rate equals 1.25%. To get this figure, take your number of visitors who made a purchase, multiply by 100, and divide by your number of visitors (25 X 100): 2000.

If your website is set-up to get visitors to fill out a form, make sure to figure out the difference between your site conversion rate and your sales conversion rate. This is because not everyone who fills out your form will actually become your customer. However, whether your site is set-up to sell a service or product or to get the visitor to fill out a form, the site conversion rate will measure your website’s success or failure whenever you make changes to the site.

You may find that you need to implement some additional marketing strategies if you find that traffic to your site is meager. Several effective methods to improve traffic flow to your website, particularly launching a search engine optimization campaign. This campaign is targeted at increasing your position in search engine results so that consumers can find your pages faster and easier. You can either research the steps you need to take to improve your search engine rankings or employ a search engine optimization company to do the work for you.
In either case, after you have improved your search engine positions, make sure you keep on top of them by regular monitoring and adjusting your efforts to maintain high positions.

Another factor to examine is how easy it is for a visitor to your website to accomplish the action the site is set-up for. For example, if your goal is for the visitor to fill out a form, is this form easily accessible, or does the visitor have to go through four levels to get to it? If it’s too difficult to get to, the customer may throw in the towel and move on to another site. Make sure your buttons are obvious and the path to your form or ordering page quickly accessible.

Finally, have a professional evaluate the copy on your website. Of course, the goal is to get your visitor to make a purchase or fill out your form. Website copy must be specifically geared to your online campaign and not just a cut and paste job from your company brochure. The right copy can make the difference between profit and loss in your online campaign.

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