Building a website is quite an investment. Not only do you have to pay the web builder, you also put a lot of time into it. That’s why many companies see their website purely as a cost. This is nonsense, of course, but in order to know what your website yields, you have to start measuring and improving on that basis.
The result of your website has to be good: getting visitors to convert, being found on the right search terms in Google, good user experience, etc. In other words, you want your site to deliver what you expect it to deliver.
But how do you know if your website performs well and delivers? And how do you improve that? Enter KPIs, tracking, funnels, and conversion optimisation.
KPIs: knowing what to measure
You had your website built for a reason. You don’t want your employees to have to spend time providing certain information or services. This ranges from simple things like contact information to a purchase in the e-shop.
Before starting, it is crucial that you (together with AUSY) determine what is important on your website. In other words, what actions do you want your visitors to take? What are the KPIs (key performance indicators) on your website? Normally, you’ve thought about this during the construction of your site, but often your insight evolves and the important actions change occasionally.
Once we have determined the KPIs, we set up everything to be able to measure them. This gives us a baseline measurement, which allows us to monitor whether the changes have the desired effect on the visitors’ behaviour.
tracking: measuring to know
No doubt you’ve already heard of Google Analytics. There’s a good chance you’ve even already looked into it. There’s a lot of information, isn’t there? We don’t just measure how many people visited which page using that information. We also set everything up so that we can measure your KPIs correctly and look at different indicators that, when combined, will provide you with insight into your visitors’ behaviour.
By combining Google Analytics with Google Tag Manager, we can measure your visitors’ behaviour in even more detail, and combine other tools (without spending development time on them) such as Hotjar, Crazy Egg, Google Optimize, etc.
Based on the goals that we set (determined on your KPIs), we get a clear picture of what your website yields: for example, how many people fill in the contact form and which page did they come from when they did that? But also in more detail: how much is an average order, placed via online advertisements, worth?
conversion optimisation: measuring to improve
A website needs to convert visitors. Period. A conversion can be anything: contacting your company, downloading a PDF, placing an order, requesting a quote, clicking a specific link, etc. We often notice that websites are not focused on their KPIs. And we’d like to change that.
When does the visitor leave the page? Would this button work better on the left side of the screen? Or maybe in red? We test and measure. And by systematically improving the funnel, your website converts better. It’s as simple as that.
We map out what the funnels are: which paths does a visitor follow to finally come to a conversion. Once we know that, we can see very clearly where most visitors leave and therefore do not convert. We’re going to tackle that point with a range of tactics so that fewer and fewer people leave the funnel at that point, which is how we amp up conversions.
how will my website yield more?
We focus on two crucial pillars:
- Attracting enough of the right kind of visitors
- Converting visitors easily
We attract these visitors by making sure your website is found (how we do that is an entirely different story). We optimise that conversion by A/B testing, behaviour analysis, and user research. We systematically make improvements based on these results.
So we’ll make sure that the funnel of your website widens out at both the top and the bottom end. This way, you attract more potential customers who also convert more easily, for example, those who place an order or contact you. Win-win!