Optics for Your Website & Marketing Efforts – Why They Matter
Think about the last time you visited your doctor for something other than your yearly checkup. You might have had a few ideas of what was causing your symptoms (maybe you had experienced something similar before, or you searched through the dreaded WebMD).
Regardless, your doctor still needed to run tests to verify and diagnose what was going on. They then shared their diagnoses and prescribed a treatment plan to address the problem.
Why do doctors need to first diagnose before a treatment can be prescribed? Mainly because every patient is different, and they need to be absolutely sure that they’ve identified the root cause before jumping to conclusions. It would be considered malpractice to start a treatment plan without properly diagnosing.
Results Driven Process
Our process for helping business owners see a return on their web projects was created with a similar principle in mind. We believe that it’s irresponsible to apply a plan before properly diagnosing what’s been going on and creating a personalized strategy for growth online.
We do this because we understand that many business owners have not seen the new business or sales that they had expected from their website. They’re frustrated because they keep hearing about the latest tool or tactic that is supposedly going to change their business overnight. The problem is that these tools and tactics don’t come with a personalized strategy that addresses their challenges and business goals.
Without clear optics on what’s really going on, there’s no guarantee that those tactics will work. This means time and money spent without a return on their investment in sight.
A Few Examples of Website Optics
Traffic Volume per month What this means: How many users are visiting your site.
Acquisition of Traffic What this means: Where your traffic is coming from.
Bounce Rate (user comes to the site & leaves quickly) What this means: Wrong audience or wrong message.
Average Time on Page What this means: If it’s a short amount of time, see bounce rate, and if it’s a long amount of time, they could be confused and not know what to do next.
Site Flow What this means: How a user navigates through your site. You can see where there is a drop off, and work on optimizing weaker pages.
Conversions (sale or inquiry) per month What this means: Of the traffic that visits your site, how many actually complete a purchase or contact you.
# of Clicks to goal What this means: How many clicks it takes to reach a key page (product or service page) and to then complete the action.
Average price (sale or service) What this means: This helps determine potential revenue that can be earned if the conversion rate was increased.
Most effective marketing effort What this means: Knowing which channel generates you the most business or sales will help you focus your marketing efforts and get you laser focus.
Start by Diagnosing What’s Not Working
If you are unhappy with how your site is performing, the first step should be a thorough diagnosis of what’s been holding your website back, and what needs to be changed so you can see improved results.
Try to avoid tactics and tools that can distract you from your main goal: getting more business and more sales!