Your website should be helping you increase business, whether that is sales, leads or more visitors to your storefront. You might have built one just because everyone told you it was time to get one but there’s no reason to let it sit in cyber space and not contribute to your business goals. If you’re not managing and measuring your website, you are losing out on a valuable sales opportunity.
Here are four easy ways to measure your website’s effectiveness, which in turn will help you implement changes that can help your website become the best sales tool you have.
Use Google Analytics
Google Analytics is an incredible tool for all website owners. It provides data about the visitors on your website. Google Analytics can track where your visitors come from, how long they spend on your site, which pages they visit and much more. By analyzing your Google Analytics data, you can determine such things as which social media site delivers the most traffic to your site, what pages your visitors are looking at and what page they leave on. By understanding these things, you can allocate your marketing budget, make necessary changes to improve your visitors’ experience and provide more relevant content.
Call Tracking
If you use multiple traffic sources to generate phone calls, you should definitely track if you are receiving calls from your website. You can use specific call tracking numbers on your website and have it route to your main phone so they are easy to manage. Your call tracking service will keep a record of which calls came from your site and will even record the calls so you are able to see what types of calls you get from website.
Split Testing
If you sell online products, then one way to measure what works and what doesn’t is by using split testing to measure the effectiveness of landing pages. Split testing is creating two similar landing pages but with slight differences, such as layout, copy or colors and then measuring both to see which contributes more sales or which one visitors spend more time on.
Heat Mapping Tools
Heat mapping tools are excellent tools that allows you to identify where your visitors are scrolling to and clicking. Heat mapping tools not only show where your visitors click but also how far down your pages they are scrolling. You can test multiple call to action locations or multiple offers to measure which ones are being clicked and viewed.
Your website can be an extremely effective sales and lead generation tool for your business but like any employee, you need to check in on it to measure it’s performance and adjust accordingly!
