Your website is up and running, and you can see that you have lots of visitors. Great. But, now is not the time to close the page and move on to your next project. Instead, you should always maintain a watchful eye on your website’s performance.
Today, SheMakesWebThings.com shares a little bit about the importance of keeping tabs on your site.
Think of your website as digital real estate. If you had a brick-and-mortar store, you would not simply open the doors and let people come and go. Instead, you would want to know how many people came, what they looked at, and how much they spent. Knowing this type of information (more on what to look for in a moment) can help you create a better experience for your site users.
Types Of Information To Look For
Some of the most important statistics are those that tell you how long customers stay on your site and whether or not they only visit one page or click around; there are dwell time and bounce rate, respectively.
Time on your site shows you that your content is engaging and interesting. But, just as importantly, dwell time is also a trigger for search engines to help them decide whether or not your content is valuable for other users. Search Engine Journal explains that only the search engines actually have access to this metric. However, you can ensure your customers spend more time browsing your website by making it valuable and listening to what they want.
The act of visiting just one page and then clicking back to the search engine results is called bounce. Your bounce rate matters because it shows you how many people went to your site and then left without doing anything else. A high bounce rate is a red flag for most businesses that something is wrong with their sites. This could be that it is too slow or does not offer the information/content users expect.
How To Gather Data
There are many tools that help you better gather, process, and use data. One of these is process mining. Tools that facilitate process mining can help those in e-commerce customer service, manufacturing, and other environments better understand customer behavior. The data that you pull can also help you read between the lines on how they make purchasing decisions. Process mining is useful in helping you uncover new revenue avenues, manage risk, and boost profits.
What To Do With Data Once You Have It
Depending on the type of data you pull, you’ll use it in different ways. A few of these include:
- Improving the user experience. Users visit your website to either get information or make a purchase. For both purposes, you’ll want to improve the experience, and that starts with giving them the types of content they want. Blogs remain popular, but, more and more, e-books, infographics, and short-form videos are capturing user attention.
- Creating better marketing campaigns. You also have to get users to your website. All data, including visitor geographic location, can help you better tailor marketing campaigns. You’ll want to change your marketing up often, and make sure to link back and forth between your social media and your site. Your visuals should also be updated often so they don’t get boring or stagnant.
- Filling market gaps. Let’s say that you notice customers are spending more time on a specific guide or informational article than on other pages. This might be a flag that you’ve stumbled upon a market gap. In this instance, you might add complementary content that positions you as an authority.
Although your website should maintain consistency with your brand, you can’t just put it up on the web and let it run itself. By monitoring your site, you can be the first to know about issues that might send customers to the competition. You’ll also be in a better position to pounce on new marketing opportunities that others might miss.
Need help with your website? SheMakesWebThings.com has you covered.
Developed by Tyrone Winstead, Brave New Biz outlines the untraditional, the alternative, the up-and-coming ways to do business. The website focuses on business tools that work smarter, shortcuts that get you where you need to go faster, and hacks that allow you to work the way you want while you watch your business soar. Brave New Biz also prioritizes the pursuit of work-life balance, breaking business stereotypes, and not being afraid to do things differently to create your very own, “brave new biz.”