Just like you how you often take your car for regular maintenance, so too do you have to conduct regular maintenance on your website and establish which areas on your website need improvement. Even though you do perform regular maintenance on your website, it is very important to ‘dig deeper’ and focus on the following important aspects too:
- Your website traffic statistics
There are many important factors to keep in mind when looking at your website traffic statistics. These statistics will help you find ways to improve your website. Ask the following questions:
- On which web page do clients leave your website?
- Approximately how much time do clients spend on your website?
- What is the average time clients spend on each web page?
- How do your clients find your business and website?
- Do most of your clients find you through one search engine?
- How can you improve your traffic to your website through other search engines?
- Are there any factors that cause an increase in your web traffic?
- Where are most of your clients located?
- Which keywords do clients use that lead them to your website?
- Your sales statistics
Although focusing in-depth on your website traffic statistics, your sale statistics are just as important as at the end of the day, it is your sales that generate money for your business. Establish how many clients become paying clients through your marketing and communication efforts. If you have gained a lot of web traffic but with very few sales, it means there is a disconnect between your marketing efforts and the message that clients view on your website. Establish where you start to lose your clients and put new marketing efforts in place that will encourage sales. It is recommended to try out various marketing efforts until you have found the right tool that works for you. Even if you have lower web traffic but more sales, it still shows that the tools you are using are correct as there is an increase in your sales.
- Your email response rate
Build a relationship with new and potential clients by staying in touch after clients have visited your website or made a purchase on your site. Through various subject lines and promotions, you will be able to establish what attracts clients to return to your website. The statistics of your email campaigns will also help you determine when is the best time and day for you to get in touch with your clients.
