To many businesses, their digital presence is as important as their physical premises. Similar to a physical premises, websites can showcase products, add brand value and help convert browsers into business.
However, companies often don’t treat their website in the same way they would a physical store. And if we’re being frank, sometimes the online equivalent can look like the shop has been abandoned for a few years.
48% of people cited a website’s design as the number one factor in deciding the credibility of a business (1)
That being said, it’s arguably easier to track whether a physical store is making any money, so how do you discover whether your website is generating leads that convert into sales (or provide ROI for your online marketing budget)?
Why is it important to track how well your website is doing?
On average, SME’s spend around 46% of their entire marketing budget on digital marketing. With the tracking options available, it’s easier than ever to discover which methods of promotion are generating enquiries online. Therefore, if you accurately track enquiries, and can identify their value, it empowers Marketing Managers & Directors to redirect budget into the most profitable digital marketing channels.
Applied Digital Marketing are focused on real world results for business; we can guide you through the process of ensuring your website is ready to convert visitors, and how you can identify previously unseen prospects.
Branding & Visuals
The rise of visual social media channels such as Instagram & Snapchat mean we’re programmed to respond to imagery more than ever.
Adobe (2) looked into the effect our intrigue with imagery has had on web behaviour, and the result was that two thirds of users would rather read something beautifully designed than something plain.
“Beautifully designed” is a conveniently ambiguous term, as great design is in the eye of the beholder. However, when embarking on updating website design, one of the earliest key stages will be drawing commonalities between your target audience. This allows you to create sample personas that you can base your new website design around, with the intention of making it as easy as possible for these users to convert.
The main thing to remember here is research. Find out what your customers respond to: what their favourite websites are; what information matters most to them; how they like to get in touch; - these are just the beginning, but knowing some simple information like this will result in a website much more likely to generate leads.
Having a beautifully designed website means nothing if nobody gets to see it. The more technical side of website design, in particular speed, development and optimisation, are key elements when it comes to ensuring online visibility.
40% of people abandon a website that takes more than 3 seconds to load. (3)
In a near-enough 4G connected country, users expect websites to load lightning fast (which in real words means in less than 2 seconds). Web developers & agencies are well aware of how to create a website that performs well, but one of the most common problems we encounter is images that are bigger than necessary - simple tricks like resizing and optimising photos can equate to a 5 second load time saving, capturing those 40% of visitors who abandon ship.
Perhaps more importantly, Google places a huge amount of emphasis on site speed, with it being determined as a direct ranking signal, meaning if you want to rank well, your site has to be beautiful both visually and technically.
Tracking: the basics
Once you’ve got this far, it’s relatively easy to track how users engage with your website. The most simple method is Google Analytics. With Google Analytics, you can track ‘Goals’, which essentially are funnels that users only pass through when they ‘convert’. For example, if they visit your contact page, fill in a form, and click ‘send’, users will usually be directed to a ‘thank you’ page. This triggers a ‘Goal’.
For many B2B businesses, a conversion doesn’t involve a physical sale on a website, and sometimes doesn’t involve an enquiry either. Instead, users are looking for information in the form of brochures and datasheets, which still present valid leads for a sales team to follow up on. Ensuring some data is captured during the download process will result in qualified leads, with a direct interest in selected products.
Lead Tracking: Hidden Gems
On average, websites have a conversion rate of around 2-3% of all visitors. An enquiry rate of 5% on an average website would be extremely desirable. But that still results in 95% of visitors to your website leaving without a trace.
With the integration of lead tracking software on your website, it’s possible to view detailed information about who has been visiting your website, including the company, which pages they looked at, how long they spent on site, and much more. When displayed in an easy to use interface, this is a dream tool for sales and business development teams.
For sites with a huge amount of visitors, you can filter visitors based on engagement i.e. only showing users who have spent more than 4 minutes on site, looking at more than 2 pages.
The best thing about this, is that it genuinely isn’t very expensive!
Conversion Assistance - going a bit further for our clients
In an effort to drive conversions for clients, Applied Digital launched our ‘manned Live Chat’ services for selected clients. Our team are already creating great content and have in depth knowledge of our clients and the products and services. It makes sense to further utilise the resource to deal with live enquiries online as a first line sales force. Our team are experienced in handling enquiries, and either helping the customer convert online or qualifying leads and getting details to pass on for our clients to follow up.
Finally, where do your visitors come from?
Now we’ve got you thinking about conversions, you’ll realise the success of a website isn’t purely determined by visitor numbers. However, it is important to understand where your visitors come from, and what type of experience they have.
This is the point where our ‘Content-led Marketing’ approach thrives. We create content designed to target your clients on the right channel, at the right time. This ranges from email marketing (highly personalised direct messages), to creating user guides that tap into a previously uncatered-for niche, generating amazing sharing potential.
By discovering which channels have the highest conversion rates, we can then focus our efforts on these (and complementary channels), increasing the amount of leads coming into your business.
Ready to get started? Get in touch to see how we can help your website start generating business for you.
(1) SME Website Statistics. February 27 2014. Rareform New Media.