7 Ways To Measure Your Site’s Success

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There’s more than one way to know if your website’s working for you.

If your looking to measure the success of your website, simply looking at the number of pageviews on the backend dashboard doesn’t necessarily tell the whole story. Just because you’re getting people in the door doesn’t mean they’re engaging with you or feeling compelled enough to hang around or make a connection.

It can sometimes be difficult to know what’s working and what’s not on your website, but there are a few ways to measure your site’s success.

1. Install Google Analytics

The simplest way to work out your websites conversion rate is to use an analytics tool such as Google Analytics and set up Goal Conversion tracking, which can help you determine how visitors are interacting with your site. Google Analytics lets you analyze visitor traffic and paint a complete picture of your audience and their needs, wherever they are along the path to purchase or hire.

2. Measure Comparatively

Compare the number of monthly visits to last month or last year. This seems obvious, but showing side-by-side comparisons of number-to-numbers will help you plan for hitting next month/year harder if the numbers are down.

3. Keep It In Context

Depending on the type of website you operate, the metrics are going to mean different things. Having a high bounce rate isn’t such a bad thing for a website like WebMD where people are just looking for a specific answer. If it’s a branding blog with some articles, you want people to hang around.

4. Measure Macro-conversions

Macro-conversions are achievements made by users on your site that involve purchase. These are actual instances in which a sale occurs.

5. Measure Micro-conversions

Micro-conversions don’t really denote a sale, but they’re no less valuable. These conversions happen when a visitor subscribes to your mailing list, reads articles, likes a Facebook post, shares content, or downloads an eBook. These little engagements help to establish a connection to your audience and your brand, which could [over time] turn into real dollars and brand advocacy.

6. Talk To Your People

Metrics don’t always tell the whole story. Sometimes your visitors will tell you more about what you’re doing right and wrong. If someone offers you personal feedback, use that opportunity to gain insight. Learning what users feel and think about your website is extremely helpful.

7. Reassess Regularly

Take time [weekly] to check your metrics. We’re all busy all the time, but a few minutes on a Friday dedicated to reviewing the weekly performance of engagements. It only takes a few moments and it could essentially effect the direction of the following week.

Want more website knowledge? Download our 7 Tips For Improving Your Website eBook and learn more about avoiding the pitfalls of weak websites.

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Going Inbound Makes An Impact

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Inbound Marketing is a vital method of marketing in the digital age. So go inbound or go home.

Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. This practice is the inverse of outbound marketing: creating ad campaigns, buying media, cold calling, and any other traditional form of marketing where a brand initiates the conversation and sends its message out to an audience. Obviously, we believe in a mix of inbound and outbound efforts. Why? Because you need both to reach different audience segments and create a dimensional presence for your brand.

The main difference between inbound marketing and outbound marketing is the aggressive approach outbound requires. Both practices require strategy, but outbound marketing is like tapping people on the shoulder or waving your hands in the air. Inbound marketing is much more subtle and is based on the idea that people will come to you if you’re creating information they’re searching for. Think of outbound as a fishing hook and inbound as a crab trap.

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Because your customers will value you more if they’re the ones who find you. Think about it: If you stumble upon a restaurant and fall in love with the food, that place will be much more special to you than if you would’ve seen a commercial for it or heard about it from a friend. It becomes your find and you want to protect it and invest in it. The same is true for your clients. They’ll work harder to keep the relationship if they feel ownership of it.

The objective is to drive traffic to your website, target the right people with targeted content, and convert those readers into potential clients.

So how do you actually put this into effect? Well the entire concept of inbound is rooted in Thought Leadership. And being a Thought Leader means having the answers to questions your audience is asking. Position yourself as an expert and people will believe you’re an expert. It’s about making your organization the authority on what you do. Here are some ways to go inbound:

Blogging

A blog can help you establish Thought Leadership as an expert in your industry. Over time your audience will think of you as a go-to resource. More than anything, a blog keeps you top-of-mind. Plus, it’s just continuously updates fresh content you own!

SEO

Search Engine Optimization (SEO) is the ability of a website to show up organically (naturally) in unpaid search results. Our SEO plan will account for how search engines work, what is being searched and search terms/keywords based on the target audience. Optimizing this ensures the right people will find you.

Landing Pages

A landing page is just a page within your website that offers a specific deliverable. It takes them directly to the place inside your site that offers something useful and meaningful. From an insight perspective, landing pages can create a trackable pathway to see how people are entering your website. You’re leading them to the place you want them to be and then capturing their information.

Presentations, eBooks, & Webinars

These are all pieces that can help you organize and disseminate your knowledge. Each one is easy to produce and sharable, so you’re covering more ground with more resources.

Social Media

Linking Social Media accounts to your website and setting up a Facebook business page could greatly increase your visibility. It makes it easier for people to follow you however they want by letting them know where you can be found right up front. Tapping into the social media communities through a well-developed plan with an execution strategy and target goals 
will provide a great return on investment and help spread the word about your company faster than any type of traditional media.

For your brand, the focus of an inbound marketing should attracting quality fans that could be potential brand advocates. By creating content that is specifically designed to appeal to your ideal customers, inbound attracts qualified prospects to your brand and keeps them coming back for more.

Download our Being A Thought Leader for Your Nonprofit Healthcare Organization eBook and teach yourself how to deploy Thought Leadership in way that positions you and your organization as true leaders.

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