What’s the objective of your website?

I found this great article by Ruslan Kogan on www.startupsmart.com.au which I wanted to share with you all.

Getting objective about your website

These days, the idea of a business launching without a website is almost unheard of and when I get asked: “What do you think of my website?” I always answer: “It doesn’t matter what I think. It matters what the visitors think.” Your website is the single most important communication channel to potential customers, even if your business does not transact online.

You need to understand your online visitors and what they want. Don’t make this based on guesswork, gut feel or emotion. Base these decisions on objective facts. Set up a tracking package to analyse how your visitors look at your site.

You can use a free tool like Google Analytics, which will give you a wealth of data at your fingertips, such as:

  • How many visitors you get
  • How long they spend on your site
  • What pages they look at and for how long
  • Which links are people clicking on
  • Which pages cause someone to stay on your site for longer periods of time
  • Which pages make them leave your site

Based on the information gleaned from tracking your website, you can make constant improvements to your site and improve the experience for your customers. You will know which pages to keep on the site and which to remove. You’ll also know what content and pages needs to be improved

A/B testing is a great way to constantly improve your website based on real information about what your visitors prefer – after all, your website visitors are the best judge of how good your website is. A/B testing is all about creating two versions of the same page and then seeing which version has the best results with your customers. You serve half your visitors version A, half your visitors version B. You collect the data from the experiment and you will instantly know which is more effective. Ever wondered why sometimes you see a change to the Facebook interface but your friends don’t? That’s because Facebook is doing A/B testing to ensure any change they implemented is an improvement to the user experience. This is also why you’ll never see Facebook react to groups set up like “Petition to change Facebook interface back to the old one” – Facebook don’t ‘think’ their website changes are improvements, they ‘know’.

Having a strong web presence means constant change. If your website is not up to scratch, your visitors will go elsewhere.

Webfirm is a Digital Agency specialising in Web Presence Optimisation, Online Marketing and Web Development. Talk to us today about improving your online presence – email us at info@webfirm.com or call us on 1300 Webfirm (932 347).

Image credit Sean MacEntee on Flickr


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