7.23.15

Go From Guessing to Knowing. How to Achieve your Website Goals

BY SHAY RUGGLES

It’s time to shine a great big light into the mystery of your website performance. Drive traffic, create more leads, increase sales - these are often goals we hear when new clients approach us needing a new website. The good news is; these are great, achievable goals. The bad news? There is no “get rich quick” scheme, magic SEO tricks, foolproof color scheme or perfect call to action to get there.

Now What?

How much traffic are you getting now? Which pages are under-achieving against your conversion goals? How about your leads - how are they comparing to your goals? Which funnels are currently successful?

Not sure? You’re not alone. Taking a scientific approach to strategic, continuous improvement in measuring and improving a website is not something we see many companies doing.

What’s worse, these companies are leaving the achievement of their goals up to chance and leaving serious money on the table.

How to go From Chance to Facts

Achieving measureable results starts with benchmarking, setting quantifiable goals, tracking and analysis. Creating hypotheses, testing and adjusting - in other words: methodical, continuous optimization.

It goes a little like this...

  • Find your Google Analytics login and take a look. Set benchmarks to create a starting point for measuring your impending improvement.
  • Determine your goals. Real, quantifiable goals - give it a number or percentage. You can even set dollar amounts to your conversions to track how much money you’re making your company by increasing your conversions.
  • Identify your problems and create hypothesis statements. Something like: "This product page converts way less than any other product page...I think by making THIS change, it will cause THIS effect."
  • Test it! Run A/B or multivariate test and see what improves your conversions. Run usability tests to see WHY you’re pages are under-performing.
  • Report on your results! Go tell your boss you made the company a bunch of money and deserve a raise. Okay, maybe don’t do that yet, but you get the point.

The reality is, if you’re not tracking and analyzing your site performance, are intermittently changing things you "think" are a problem, or are hoping a new modern redesign will help you improve your site performance... you’re going to be disappointed.

We help companies actually improve their website performance and report measurable improvement metrics through continuous optimization through a process we call Website Maximization. We think your website can be your biggest online asset and if you think so too, we’re here to help.

Shay Ruggles
written by SHAY RUGGLES

Shay Ruggles is the Director of UX at Carbon8 who ensures we are creating compelling experiences that balance user intent, clients’ business needs and site performance. A former Account Manager, Video Producer and Carbon8’s first employee, Shay leveraged her years of experience, education and research to transition to the creative team of Carbon8 in 2012.

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