How Successful is Your Website?


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You have spent time and money to create and maintain your website, you need to be able to measure its performance. This webinar discusses key statistics and trends to watch when measuring site performance. We will also show you how the data you collect can give you insight into changes you can make to improve the success of your website.

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How Successful is Your Website?

  1. 1. How Successful is Your Website? Hall Web Services Photo Credit -
  2. 2. Who We Are Jenika Scott Channel Marketing Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul>@Hall_Web @jenika29
  3. 3. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
  4. 4. About You <ul><li>You have a website for your business or multiple websites </li></ul><ul><li>Better understanding of measuring the performance of your website </li></ul><ul><li>Know which metrics to pay attention to </li></ul>What you will learn: <ul><li>The importance of setting goals </li></ul><ul><li>Important metrics to monitor </li></ul><ul><li>Measuring performance in Google Analytics </li></ul><ul><li>Using metrics to make informed decisions about your website </li></ul>
  5. 5. What makes a site successful? <ul><li>Optimized </li></ul><ul><li>Simple design </li></ul><ul><li>Sound development foundation </li></ul><ul><li>Easily access information </li></ul><ul><li>Relevant Content </li></ul><ul><li>Using keywords </li></ul><ul><li>Meet user expectations </li></ul><ul><li>Engaging </li></ul><ul><li>Valuable </li></ul>
  6. 6. Why would they turn away? <ul><li>Slow load time </li></ul><ul><li>Confusing navigation </li></ul><ul><li>Error on page or frozen </li></ul><ul><li>Broken link </li></ul><ul><li>Don’t feel secure </li></ul><ul><li>Can’t find what they are looking for </li></ul>Photo Credit -
  7. 7. Best Place to Start - Setting Goals <ul><li>Sales </li></ul><ul><li>Leads </li></ul><ul><li>Customer Service </li></ul><ul><li>Customer Retention </li></ul><ul><li>Customer Loyalty </li></ul><ul><li>Depends on your industry and your business strategy </li></ul>Photo Credit -
  8. 8. Success = Meeting Goals <ul><li>Increase in Sales </li></ul><ul><li>Acquire New Leads/Customers </li></ul><ul><li>Conversions – getting someone that comes to your site to take a specific action </li></ul><ul><li>How? </li></ul><ul><ul><li>Fill out a contact form </li></ul></ul><ul><ul><li>Sign up for newsletter </li></ul></ul><ul><ul><li>Become a blog subscriber </li></ul></ul><ul><ul><li>View a demo </li></ul></ul><ul><ul><li>Download a whitepaper </li></ul></ul><ul><ul><li>Buy something </li></ul></ul>Photo Credit -
  9. 9. Set Goals and Watch Trends <ul><li>Goals make it easier to assess how a site is fulfilling business objectives </li></ul><ul><li>Don’t look at the data by itself </li></ul><ul><ul><li>Combine metrics </li></ul></ul><ul><li>Compare to previous dates </li></ul><ul><li>Know your marketing agenda – How does your other marketing efforts impact your site traffic? </li></ul>Photo Credit -
  10. 10. Metrics <ul><li>KPI (Key Performance Indicators) </li></ul><ul><li>Goal Completions </li></ul><ul><ul><li>Desired actions – specific page, time spent, pages viewed per visit </li></ul></ul><ul><li>Bounce Rate </li></ul><ul><li>Return Visitors </li></ul><ul><li>Time on Site </li></ul><ul><li>Pages per Visit </li></ul><ul><li>New Visits </li></ul><ul><li>Abandon Rate </li></ul><ul><li>Exit Pages </li></ul>
  11. 11. Why is this Important? <ul><li>Regularly monitor your website traffic </li></ul><ul><li>Track progress – where are you in accordance to your goals </li></ul><ul><li>Make tweaks on pages to perform better </li></ul><ul><li>Add calls to action – increase engagement </li></ul><ul><li>Analyze why you aren’t meeting goals and make changes </li></ul><ul><li>See what’s working and do more of it </li></ul><ul><li>Create content on other sites that your customers use </li></ul>Photo Credit -
  12. 12. Dos and Don’ts <ul><li>DO: </li></ul><ul><li>Make sure user knows what they are supposed to do on your site </li></ul><ul><li>Obvious path </li></ul><ul><li>Meet user expectations </li></ul><ul><li>Give them ways to contact you </li></ul><ul><li>Give value </li></ul><ul><li>DON’T: </li></ul><ul><li>Confuse </li></ul><ul><li>Overwhelm </li></ul><ul><li>Scare/Hurt </li></ul><ul><li>Disappoint </li></ul><ul><li>Waste Time </li></ul><ul><li>Make them work for it </li></ul>Photo Credit -
  13. 13. Still Not Sure? <ul><li>Watch how others use your site </li></ul><ul><li>Listen for any issues someone might have had </li></ul><ul><li>Ask how the experience using your site has been </li></ul><ul><li>Ask for ideas on how to make it better - what do your users want? </li></ul>
  14. 14. Recap <ul><li>Set goals that are measurable </li></ul><ul><li>Looking at your metrics analytically </li></ul><ul><li>It’s not just one metric – it’s trends and performance indicators </li></ul><ul><li>Always think about the customer experience </li></ul><ul><li>Use analytics to understand your customers better and make informed decisions about your website </li></ul>
  15. 15. Questions?
  16. 16. Learn More <ul><li>Blog - </li></ul><ul><li>Webinars – </li></ul><ul><ul><li>Next week – Measuring and Tracking Your Social Media Efforts </li></ul></ul><ul><ul><li>In 2 weeks – Google Knows Best: A Discussion of SEO Best Practices and How to Use Them </li></ul></ul><ul><ul><li>Check out Hall’s archived webinars! </li></ul></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB) ‏ </li></ul><ul><li>[email_address] </li></ul>Follow Hall: @Hall_Web Follow Jenika: @jenika29