Most business owners have realised the importance of getting a business website. But surprisingly once the website is ready it does not deliver the expected results! This is the frustrating part after going through the hectic process of building a website.
So many external factors come into play once the website is launched. It is a time-consuming process to identify them and make improvements. Through our trial and error and experience, we have listed the most common issues we see on an everyday basis on most of our client’s websites.
Traffic is the blood flow for every website. With increasing overall internet usage still, it is a very hard task to generate decent traffic to a local business website. So the first step to track your website traffic. The most common and free tool is Google Analytics. Once the tracking code is implemented allow a few weeks to capture the website performance. And then we can drill down on the data to identify the actual website performance.
Traffic source plays an important role to understand from where the traffic is generated. Traffic source can be divided into three sections:
Search traffic is when someone made a Google search and selected your website from the results page. This traffic is proven to very efficient and has a high rate of conversions. However, it is very hard to generate search traffic unless you have a good search ranking.
This is when someone types your actual business website address and visited your website directly. If you are doing any offline marketing such as radio ads, flyers or business cards you will see more direct traffic.
This is the traffic you generate from social media platforms such as Facebook and Instagram.
Increasing website traffic
If you are lacking overall website traffic you can focus on putting more effort into each of the above-mentioned sources. Identify the opportunities and set realistic goals to increase the traffic from multiple sources. For example, if you are lacking search traffic you can perform a Google search on related keywords to see if your website is coming up. If you don’t see your website in the search results you will need to focus on getting a quality SEO campaign to increase the visibility on search engines.
Measure the improvements
Once you have implemented your strategy to generate more traffic now it is time to track the performance. It is important to make note of the items you have worked with the dates. So you can measure the performance of the website to make sure it is working.
2. Bounce back
What is bounce back?
The second most common issue is to bounce back. This is where a person finds your website but did not proceed to make an action. This can happen because of multiple reasons:
- Your website can be very slow so they didn’t want to wait until it loads
- It does not work well with mobile devices
- Confused with the design and not sure what to do
- They found what they are looking for for example it could be the phone number to get in touch
Understanding the bounce back data
Understanding the bounce back can be a challenging task because it can be either the website has served the purpose with the first visit or it has caused confusion and chased them away. Check the bounce back by pages and identify which pages have more bounce backs. If you have a contact us page with your contact details with more bounced rates check the page to make sure you have listed all your contact details. Also, make sure to provide multiple options such as phone numbers, email and address to visit.
If you see large no of bounce back in other pages visit the pages and see if you can spot any issues. Check how long it takes the page to load from your mobile phone with low internet speed. Browse through the page and make sure links are clickable and the information is well presented.
3. Lack of conversions
Conversion is where a person takes an expected action such as making an enquiry or buying your product. If you have decent traffic and very low bounce rates still low conversions you should be alarmed. This is a very rare scenario however we see this pattern more often in E-Commerce websites. To address this issue we should first identify the website goals and track the conversions.
Every website has a different purpose and goals. This should be identified at the early stages of the website development and incorporated with the design and content. Website content and design should lead them towards this goal.
An e-commerce website can track the sales and if you are seeing a lack of sales this could be external market factors such as product quality and pricing. So spending some time on feedback from your customers and doing some research on competitors can provide you with valuable information.
Once these main components are actioned you will have a solid website which can return best results. However, with the level of technical involvement, it can be really a daunting task while running your business. Feel free to take advantage of our Digital Marketing service where we identify these issues and make improvements in your website for an affordable price.