As we crash land head-first into 2020, many of us have goals to super-charge their business. A fab place to start is with your website, arguably the centre of your business universe. If it’s doing its job, it should engage and convert your prospects – but the game has changed and there are things to consider, to give your website a revamp, refresh and turn it into the super-converter you need it to be!
Today we shout out 5 vitals to get across. Let’s get at it!
One of the most tear your hair out experiences for folks online, is waiting too long for a page to load….. With the rise of the mobile, people are accessing content, across the globe, across a heap of platforms. Whether it’s browsing online at their local coffee shop or sneaking in some online shopping via their laptop at work, they expect a fast result. If they don’t get it, the result – they’ll bounce!
High bounce rates are a good indicator something is up – a slow page load could be it– peeps just don’t have time to wait. Those extra seconds of page load time can take your website’s bounce rate rocketing sky high.
A good place to start is to compress all your images before loading them onto your site. Image file size is one of the leading culprits of a super slow website — using websites like compressor.io can help you dramatically speed up each webpage you own. More on speed later…
- Bounce rates
Your website’s bounce rate is a metric you need to be all over. It’s the percentage of people who land on one of your web pages, then dash without a click to anywhere else on your website — Your single-page trippers if you will. If visitors bounce, it could be speed, as mentioned earlier, but it could also be navigation. They either didn’t find what they were looking for, the consistency from the referring platform was MIA, or the page just wasn’t user-friendly. You’ll need to take a deep dive into the analytics to identify the pain point.
- Mobile Traffic
A visit to any café, restaurant, bus ride or playground with kids, you won’t need to look far to see the world has gone mobile mad. For good or for bad, a large majority of us are spending more and more time on our devices. If your mobile visitors don’t have an awesome experience when they land on your website, you’re driving away a huge number of potential buyers. Making your website responsive is a game changer. A responsive website means folks get the same awesome content, regardless of the device they are using, but it’s displayed and arranged based on the size of their screen. Another top tip – don’t use flash. Neither Android nor iOS devices currently support flash animation, so if you use it in your web build, mobile users just miss out. Speed is even more vital on mobile – back to point 1 here. Test it out yourself on your phone or tablet – if you struggle, your leads and sales will too.
- Conversion rates
Another metric you’ll want to be all over. Broadly this is the number of peeps who take a specific desired action on your site. For some businesses this could be booking a sales consult, downloading a PDF, buying tickets or making a purchase. Businesses can have multiple conversion points. You’ll want to be on top of your conversion rates to help understand if you are attracting the right peeps, where you might be losing leads and how effective your website is at taking your users to their final destination…
One example being your Facebook Ad campaign is driving high traffic to your site, but you are losing them at cart. It could indicate shipping costs are making them dash for example! Or you don’t offer the right payment type or something as simple as a technical error stopping the sale.
As a simple calculation, take the number of conversion / number of website sessions = website conversion rate.
A high rate means your doing a heap of things right including attracting the right users, with the right messages and giving them an easy seamless way to convert.
Merely creating and publishing your website just ain’t enough — you’ll need to optimise it for Google and other search engines, to rank and attract new leads, or you risk getting lost in Cyberspace. With on-site SEO your optimising both your website front-end (what the user sees) and back-end (that tricky bit users don’t see and only developers fully understand) so it ranks in search engines like Google and BING and brings new peeps to you, that are already primed and keen to buy. Off-site SEO covers things like link audits, securing guest blogs and the right directory listings to increase domain authority and website reach. Remember the Big G’s algorithm ranks your website on three key factors: on-page SEO, off-page SEO, and technical SEO. Your SEO strategy should not stop at a few on-page basics. It is a long game and if you’re up for the ride, you’ll reap the rewards!
Top Tip: Check out your page speed through Google’s tool, in less than 2 minutes!
What’s the answer to slow website speeds? Start by knowing your score. Google offers a free service where you can get a read on your page speed, along with some suggestions for improving your load time on Mobile and Desktop.
Follow these steps to get a ‘read on your speed’ – cute huh?! ? It’s super simple.
Bear in mind that although it’s an ace tool, measuring and fixing speed along won’t enable a flood of organic traffic that will convert, you will want to couple it with a strong on-page and offsite SEO strategy.
If you want help with SEO and want a website planned strategically, married with a healthy back end, designed to convert, outsource it to an Australian Digital Marketing Agency that has proven results! We can deliver you a website that does its job. Give us a buzz!