Your website is the focal point of your online marketing efforts. As such, it is important to carefully plan out any website redesign. Before doing anything, list out specific redesign goals, making sure they align with your overarching business objectives. Once you’ve done so, it’s time to give a thought to measurability.
Here are 10 common website redesign goals that are easily measurable with decent marketing automation software. If implemented in whole or in part, these metrics will vastly improve the performance of your site.
Increase Unique Visitor Traffic - This is a tally of the total number of visitors to your site in a given time period, not counting multiple visits from the same person. Beyond impressing the boss, it shows whether your web content and campaigns are driving visitors to your site.
Attract Repeat Visitors - Repeat visitors must be coming back to your site for a reason, presumably because they dig your content. You want to balance new visitors with repeat ones: too few repeat visitors suggest you’re not putting out content prospects find useful; too many repeat visitors means you’re not growing your audience enough to generate new business.
Boost Direct Traffic - Direct Traffic comes from people who have typed your website’s URL directly into their browser, visited your web pages via a bookmark, or clicked on an untagged link from an email or document you produced.¹ It stands to reason that by creating content and promoting it with e-mail campaigns, blogging, etc., you’ll drive more direct traffic to your site.
Build-Up Inbound Links - Also known as referral traffic, inbound links originate from a link on another site. Inbounds are crucial for boosting your site’s search engine rankings. Your list of referring URLs should grow steadily over time as you produce more content that other site owners and bloggers want to share with their audience. Monitoring referral traffic will also give a clue as to which content is most likely to inspire inbound links.
Drive More Organic traffic - This is the traffic generated from organic search queries. Organic traffic builds up your indexed pages- the number of pages on your site that have received at least one visit from organic search. This metric tells you how many of your pages are being indexed by search engines and are getting found by users.¹ With this information, you can analyze which landing pages receive the most visitors.
Improve Landing Page Conversion - LP conversion tracks site visitors who take a desired action, such as purchasing a product or filling out a lead generation form. By monitoring your conversion rates, you’ll know how well you’ve been capitalizing on the traffic coming to your site.¹ Pay attention to these three metrics:
- Visitor-to-Lead Conversion Rate: the percentage of visitors who become leads.
- Lead-to-Customer Conversion Rate: the percentage of leads who become customers
- Visitor-to-Customer Conversion Rate: the percentage of visitors who become customers
Reduce Bounce Rate - Kind of a negative metric, bounce rate tracks the percentage of new visitors who leave your site without interacting. A high bounce rate means your pages aren’t doing it for your site visitors. Importantly, this may reflect issues with your marketing strategy, such as having inbound links from irrelevant sources or not optimizing landing pages for specific campaigns. A high bounce rate could also indicate problems with your site itself, such as confusing architecture, weak content, or no clear calls-to-action.¹
Optimize Keyword Performance - Website keywords are still critical for SEO. Tracking keyword performance will tell you how well your website and web pages rank in search engines for your desired keywords and search terms. You should always be measuring the performance of your keywords. Google’s AdWords Keyword Tool can help track specific keyword metrics, while Google Insights shows valuable keyword trends over time.
Add More Unique Search Terms - What are people typing in before visiting your site? Tracking unique search terms should give you a complete list. You want to measure which phrases are driving visits, as well as the total number of visits and percentage of overall organic traffic that each phrase represents. A longer list of unique terms driving search traffic to your website means you’re doing well creating content around the keywords and terms that prospects are searching.
Increase Organic Search Conversion Rates - One of your most important long-term web goals, this metric tracks increases in the percentage of visitors who arrived at your site through organic search and completed a desired conversion action, such as becoming a lead or purchasing a product.¹ To complete the picture, you’ll want to track specific keyword phrases used and landing pages visited throughout the conversion process.
Website metrics are critical to your online success: they tell you what people like about your site and what they don’t, all in a measurable way. If measured properly, website metrics can give you valuable insight that will help increase website conversion.
Your website redesign goals should be specific and measurable. Above all, your website should closely align with your business goals, such as attracting interested prospects, nurturing these prospects into solid leads, and ultimately converting them into sales.
If your website is not using marketing automation software to track these goal-driven metrics, you may want to consider making the investment, or hiring an Inbound Marketing specialist to do so for you.
Are you using website metrics to measure the effectiveness of your site?
¹ Hubspot, “An Introduction to Inbound Marketing Analytics”