Inbound Marketing

It’s officially springtime here in Auckland, with summer just around the corner, it tells you another year has flown by. Taking time to review how your website has performed so far this year will be time well spent.

Responsive websites play a huge role in marketing today and it's fair to say that what might be considered successful results for one website may be lacklustre for another. To measure your own site’s success, you must first define what success means to you and develop a clear picture of how your website is performing.

Good Design

It’s not enough to have a website. If the design is not professional, then it’s doing you more harm than good. Working with a web design company, great website development should have a consistent design. Working with colours that reflect your brand and core message will build more brand awareness for your business.

The consistent design means that your website doesn’t have a high learning curve. Like your navigation is consistent throughout the website. But all this doesn’t mean your website should lack the wow factor. It needs to be creative, but be aware of what are the expectations in your site visitors. Simplicity is key, making sure your homepage has a clear message and represents your services and products in an engaging manner.


Review Your Website Traffic For The Last 12 Months

Though the definition of website success will vary from business to business depending on goals, everyone can measure the performance of their website using analytics software. The factors that you measure with analytics are called metrics. According to the Content Marketing Institute, all metrics fall into four categories: Consumption, Sharing, Lead Generation, and Sales. Keep an eye on these key metrics to get a good idea of your website’s performance, you’ll be able to see how traffic to your website has progressed.

If you have put time into your SEO services or worked with a digital agency to help grow your business you are going to see a positive growth. One of the key metrics to check is the number of visitors your site sees each month. Getting people to come to your site is always the first step, right?

Take a look at how the visitors are getting to your site. What is the source they are coming in from? Are they finding your site through a Google organic search, from social media channels or from a referral link?

Get to know the trends on your site.

Although your website traffic doesn’t prove exactly how successful your website has been throughout the last 12 months it does, however, give an indication as to the progress of your website. You simply need to download your websites traffic data and review how traffic has progressed throughout this time period. If you’re currently investing in marketing for your website you would expect your traffic to have increased. When viewing this data you will be able to see which months were the most popular for your websites and which months were a bit slower. From here you can plan on producing more content around your popular months.


Bounce Rate

Google defines bounce rate as "the percentage of visits that go to only one page before exiting a site." This could include visitors who:

  • Leave your site by clicking an external link on the web page
  • Press the browser back button
  • Type another URL into the web browser
  • Close the browser window or tab
  • Don't interact with the web page for a long time and go to a "session timeout"

You need to understand whether your visitors are sticking around when they hit your site or are leaving right away. Have you made a recent change or update to your site that could be causing a higher bounce rate? If so, see if you can make a fix to solve the problem. Take a look at the sources and determine which are sending visitors with the highest bounce rates. Understanding this data helps you to make improvements and focus more on sources that send quality traffic to your site.

Average Time On Page

How long are your visitors hanging out on your pages? Is it long enough for you to get your point across? Perhaps you have informative videos on your site and the goal is for your visitors to watch them. If the videos average about four minutes in length, does your average time on page reflect that your visitors are staying long enough to watch the videos? Much like when analysing your bounce rate, take a look at which sources are sending you the most-qualified visitors who spend enough time on your pages.


Review The Number Of Website Submissions

Lead generation is a critical goal for businesses, especially B2Bs. The goal of providing rich content is ultimately to move website visitors down your sales funnel, transforming them from passive viewers to active and loyal followers (and customers). Examples of the metrics you should be paying attention to:

  • Conversion rates: The number of unique site visitors measured against the number of conversions.

  • Form completion and call-to-action downloads: The number of times a visitor signs up for your newsletter, downloads a special report, etc.

  • Blog subscribers: You can measure this via your blog account or through your email marketing provider like

Another area to review is your website forms and how many people have taken the time to fill out and submit one of your website forms. Take the number of forms submitted from the year to date and work out the conversion rate from the number of site visitors you’ve had. This will give you some idea of how well your tracking.

The next area to review is to see how many people actually submitted your website forms. This will give you an indication as to how many people have actually taken action on your website and contacted you through your website forms. If it’s the case that you have other landing pages on your website you need to take these submissions into account too.

Once you have the complete numbers for the previous year you then need to work out your conversion rate of how many people actually filled out the forms compared to how many views you had. Again this will give you a benchmark and will give you a goal as to where you need to be.

Review The Quality Of Website Submissions

After reviewing the total number of website submissions you then need to work out the actual quality of these submissions. By this I mean to see what submissions have come in and whether or not they were a fit for your business and what happened after their submission. After completing this task you will be able to see whether your website is converting the people you’re after all not.

If it’s the case that you can see a large number of website submissions are people who are not a fit for your business or people who didn’t turn into anything you need to review the content of your website. The reason for this is because you need to make sure you’re speaking to the people who are much more likely to take action and use your service. If a large number of people are not fitting this persona you need to take action.

However, there are many different kinds of conversion rates. Conversion rates can refer to a landing page conversion rate, email conversion rate, visitor-to-lead conversion rate, lead-to-customer conversion rate and so on. The bottom line is that you need to be making conversions on your site to get customers and revenue.


Sales Metrics

If you use your website to sell products and services, then this one probably matters the most to you. In order to effectively track sales metrics, you must include trackable components on your website, like a call-to-action to a product landing page. A popular way is to include call-to-actions at the end of blog posts. By doing so, you'll be able to track which content on your website is actually driving visitors to purchase your products or services.

Set Up For The Year Ahead…

If you already have some ideas as to what you’re going to do with your website, great! If you haven’t given it much thought at all you need to get cracking. Any form of Digital Marketing will help your business but if you’re serious about wanting results you will invest in every form of marketing available. If you need help with the next step simply get in touch and speak to the web design Auckland team at Hart Design.