Imagine a situation where people find your website, but decide not to stay. All the effort and money spent getting traffic to your site would be worthless. This is an all too common situation and is reflected typically in the website’s Bounce Rate, which is the percentage of visitors that leave within 30 seconds of arriving on a site. A high Bounce Rate usually means that your visitors are not finding what they are looking for and have decided to check out other sites instead.
Step 1 is to See What People are Doing on your Site
The way to optimize the experience and thereby increase engagement with your website is to track exactly what is being seen and clicked on in the landing pages visitors arrive at on your site. Armed with this information you are then able to enhance and coincidentally remove item on your pages that visitors are/are not interested in. Additionally, you will be able to determine what should be above the fold, being the area that is immediately seen on browsers upon site load, and that information that can be hidden partially or wholly below the fold.
Step 2 is to See What People Want to Do on your Site by Engage in Testing Different Pages
One of the best means of website optimization is the easy ability to run tests using different landing pages to see the effect of changes in content, layout, calls to action, etc. Often we are surprised by what page pulls best and it can differ according to the offer, time or year and demographic. None of this information would be as easily uncovered as with A/B Page type testing, as this is essentially a mini focus group giving feedback on your website experience.
Step 3 is to See What Motivates People to Come to Your Site
By using url tracking (often seen in a web address that contains “UTM?...”) with your online ad campaigns or through setting up specific landing pages for your print and other traditional media campaigns (by using a distinct landing page url such as site.com/offer1), the smart online marketer will be able to not only tell what campaigns are bringing in traffic to the site, but also determine the ROI of those ad campaigns. Given today’s ability to set up multiple online campaigns quickly, and for which you only have to pay for actual click-throughs to your website in PPC ads, there is no reason not to test multiple creative and calls to action to see which has the highest CTR (click through rate as having the highest relevancy to your target audience) and ultimately the highest conversions. Notably, you can go as far as segmenting your campaigns according to different audiences broken out by location, age, gender, interests, and more.
Step 4 is to Put it All Together
Once you have in place the 3 elements of on-site usage, page testing and campaign tracking, you are able to connect the dots by setting goals and goal paths in your analytics to show you exactly what campaigns, pages and potentially audience are best performing, including what combination of the foregoing results in the best usage of your website. This data is most valuable to being able to set marketing budgets for the highest ROI based upon the conversion metric you use, whether it’s website visits, forms completed, or goods or services purchased.
Let CLOSEUP Agency help you to find that sweet spot for your website through page and campaign optimizations.