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You can’t influence what you don’t measure.
Many websites have tools like Google analytics integrated from the very beginning.
However, you’d be surprised how many business owners we’ve met that rarely look at the captured data, let alone know how to respond to the data and make impactful changes.
If you don’t currently have an analytics integration, Google Analytics is free and easily integrates with most websites. Over time you will be able to track patterns and watch if changes you make to your website either positively or negatively effect your numbers.
Speaking of making changes, here is another phase that is easily overlooked in the eagerness to get a website humming.
A/B tests, who has time for them?
Unfortunately, those who do not test are just making guesses, and guesses are expensive.
When you track your data and define a specific business goal metric you’d like to see improve, you’re going to want to test different solutions to see which one ultimately gets you the best results.
You might think that a big, red button calling visitors to “Start Free Trial” is a surefire win, but test it and you might find that visitors actually respond better to a friendly green one instead.
It might seem like a no-brainer to trigger that abandoned cart email 30 minutes after they bounce, but when you test you might find that sending it around 24 hours later gets you a 25% increase in checkouts.
Often our website visitors will surprise us with their preferences. But you would never know if you didn’t take the time to test and measure the results from the best options.
Unless you’re selling access to a universal utility like electricity or running water, you’re going to have to be crystal clear on a couple of things:
If your offer is vague and you’re selling a solution for everyone, it’s ultimately going to cost you a lot more money to convert sales through your website.
The more specific you can be with what solution you have and exactly who it’s for, the more fine-tuned and effective your website can be.
We recommend spending some time documenting these things with as much detail and data as possible. When your website is able to speak to exactly the right person, its ability to convert that visitor into a repeat buyer becomes that much more likely.
Increasing your conversion rate starts with clarity.
With that understanding, we would challenge you to create clear and comprehensive customer personas.
Is she a stay at home mom or a busy career woman who just finished her masters?
Is your tech solution for a swamped Marketing Director in a 5-year-old startup, or a CMO looking to better integrate communications between the Sales and Advertising departments?
Because how you speak to a stay at home mom is going to be very different from how you would talk to a career woman running from the office to make it to a dinner with clients.
You might be thinking, “Yes, I understand this, but how do I put them all together?”
We get it. If you’d like to see how we actually applied these principles to help one of our clients make measurable progress towards their goals, download our comprehensive case study through the form on this page.
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