We’re often asked how a website can be improved, and while there’s no one size fits all response to that question, there are ways you can start looking into why you’re not getting results from your website.
There are 3 main methods of improving your site: delving into your analytics data, researching your speed and technical performance, and finally, testing changes to the layout of your page to maximise conversions.
Look into your site's analytics
Google Analytics give you great insight into how your website is performing, and when you look past the visitor figures, you can uncover meaningful data that can help advise your next move. We’ll explore some of the key areas below:
- What device do visitors use to view your website
- Navigating to Audience > Mobile > Overview gives you information on what devices people have used to view your website: mobiles, tablets or desktops. Just looking at the split of these stats will give you great insight, for example, if you’re getting a high amount of mobile traffic but your website isn’t responsive, you’ll likely see high bounce rates.
- More important than design, however, is the amount of conversions you’re getting. Look into each of the device categories and cross reference this with how many enquiries each one is generating. If 90% of your enquiries are coming from desktop views, then you know your website design needs to focus on improving experiences for those users.
- How do visitors navigate your website?
- Going to Behaviour > Behaviour Flow displays a flow chart of how users interact with your site. Although some of the paths in this chart might be self-explanatory, for example, some landing on the home page and moving to a product page. However, if you look closely into the more critical pages of your site, such as product/service pages that will drive most of your enquiries, you may see patterns in user behaviour that you can address, like visitors getting confused between two types of product - which you could address by updating the copy on your page to be clearer.
Improving load time impacts sales
Speed has been a focal point for Google in the last few years, and with good reason. Research suggests that double the amount of users will abandon your website if it takes 4 seconds to load, compared to 2 seconds (47% of consumers expect a web page to load in two seconds or less - Kissmetrics).
When you think of this in terms of potential enquiries, over the course of a year these stack up massively.
Using tools such as Google Pagespeed Insights & Pingdom Tools, you can identify which elements of your website that are impacting performance, such as imaging, caching, and optimising code. One of the most common reasons websites aren’t as fast as they could be, is image compression. Before uploading any images to your site, you can use tools like Photoshop to resize them to the exact dimensions you need them, before using a secondary tool such as www.compressjpeg.com that will reduce the size of your images massively.
One of the most effective things you can do is implement a testing schedule, that compares the performance of the site depending on a range of factors, such as how people respond to different calls to action, and different header images.
- An effective method of improving your layout is to prioritise the information visitors expect to see. By assigning a priority to each image/product description, you can then begin analysing whether your current layout relates to this list. If not, this is a starting point for your design updates.
- Calls to action & Contact Details
- There are perhaps the most important element of your website, and ensuring it’s as simple as possible for visitors to get in touch is the number one challenge your website has to deliver on. The two most obvious tests you can implement on CTAs are adjusting the copy, and the colour of the button itself. Visitors may respond better to a softer call to action, such as “Get in touch for some impartial advice”, rather than “ Send us your details for a quote”.
If you'd like advice on how you can improve your website, or how digital marketing can generate results for your business, get in touch with our MD Steve here.