With doing business in the digital era, enterprises need to diversify their marketing activities, and that also means it is a must for businesses to have an online presence with the use of a website, and this website needs to align with the company's marketing objectives. Much like you'd measure the success of your marketing efforts, it is equally critical to measure the success of your company's website.
Now the big question is, how do you measure the success of your website?
Before doing this, each company needs to have set objectives that the website is to achieve; these assist you in creating clear guidelines when measuring its success.
- Number of website visitors and their source
The primary objective of any website is to have people visiting your website. It only makes sense to monitor the number of monthly visitors to your site, right?
Keeping an eye on this is key to understanding the number of people that visit your site per month as you can compare this to the number of leads received.
Another critical thing to monitor is the source of the people visiting your site. Are they finding your website through a Google organic search, from social media channels or backlinks?
These help you with your overall marketing strategy, so you can understand which of your marketing tactics are pushing traffic to your website.
Monitoring the behaviour of your website visitors is the next critical thing in measuring your website success. If you are an online store you want people to purchase your products, and if you are having large numbers of visitors but low sales this should be alarming.
Monitoring behaviour of website visitors is critical to noting where the drop off points are and have this addressed.
Wikipedia defines bounce rate as "The percentage of visitors who enter the site and then leave ("bounce") rather than continuing to view other pages within the same site."- Wikipedia
These visitors can be doing some of the following:
Monitoring this is equally critical to the points mentioned above as it gives you an indication of what is happening on your site. Furthermore, it assists in nit-picking on your website, to see whether the visitors you're attracting are staying around when they hit your website or are leaving right away.
It's also vital to check the sources (backlinks) of your visitors to determine which are sending visitors with high bounce rates. Having this insight helps you to make improvements and focus on sources that send quality traffic to your site.
The above mentioned are, of course, not the only ways to measure the success of your website. However, they are critical in doing that. We’d love to hear what tools you use in monitoring your website’s success.
With doing business in the digital era, enterprises need to diversify their marketing activities, and that also means it is a must for businesses to have an online presence with the use of a website, and this website needs to align with the company’s marketing objectives.