You need to keep on top of who is referring your visitors to you, what kind of technical capabilities their computers have, where your visitors are form, how long your visitors are staying with you, which pages your visitors are viewing, whether or not conversion goals are being reached. 1) Find out who is referring visitors to you These referrals generally fall into three categories: paid advertising, search engine traffic and natural linking. If you rely too heavily on paid advertising then you need to aim to increase the other two areas. If you rely too heavily on one search engine, and especially one search which only refers your visitors to your home page, then you need to encourage deeper linking as well as researching the reasons why you are only listed with the one search engine. 2) Find out what kind of technical capabilities your users' computers have You need to make sure that the majority of your audience can view your website in the manner that you intend them to see it. If your website is tailored towards an end user with too high a 'computer spec', then you must consider how your website will load and view with a lower screen resolution, older browser, different browser and low-speed connection. Likeways, if your website is too basic, then it may turn off too many people - people who prefer a flashy, 'more professional' website. It's up to you to ensure that you strike a balance and appeal to as many people in your chosen market segment as possible. 3) Find out where your visitors come from What's the point in tailoring your product or service offering towards Canadians if all your visitors come from the USA? You need to analyse on a regular basis whether or not your visitors have the potential to make you any money. If not, you need to do two things. This first is, be a lot more proactive with local and category specific marketing. Appear in more directories and discussions relevant you your industry. The second thing is to ask yourself the question, 'How can I use these visitors to my advantage?' Take time to think about how you could sell any products or services to these people. The least that you could do is collect their personal preferences and contact details with a view to forming a strategic alliance with another company, and making use of the information in the future. 4) Compare your statistics with your competition Take time to review how your competitors have amended their own website over time, and view how changes in strategy impacted on their volume of visitors. Archive.org shows you how many websites used to look like. Use Alexa.com to compare the timescale of design changes with peaks and troughs of their site visitors. 5) Set conversion goals and review their performance It's so important to make sure that you've got the basics right. Are visitors being turned off for some reason by your home page? You don't want to be succeeding in all the hard work of delivering the right type of visitor to your website and then fail to take advantage of it when they arrive. Make sure that you take the time to study articles on conversion rates. Test different types and designs of forms. Ask your own customers for their feedback. Do whatever it takes to optimize the results of your marketing efforts. |
Home
