Websites very often grow organically over time by adding pages when necessary and updating content regularly. Seriously assessing how it could perform better is often overlooked.
If your website has never had a comprehensive redesign or overhaul, chances are you could make some improvements. Here are four points to use when evaluating your website.
1. Follow the customer journey
Is there a point when visitors tend to drop out of the purchase process on your website? Look at your website analytics data in order to find out. Maybe the customer journey is simply too long or overly complicated. Maybe your call-to-action isn't strong enough.
How many clicks does your customer have to make before there is some call to action?2. Count your clicks
Every single click should be considered a barrier between them and their purchase. Reducing the number of clicks means you're less likely to lose customers. Direct them straight to the content they came for.
3. Assess your pay-per-click search campaign (when applicable)
Are the keywords you're bidding on the most appropriate? Are they attracting the right potential buyer? Success in the paid search arena is directly related to the quality of visitors actually reaching the pages. Be sure your search terms aren't too general and that you're using specialized keywords to drive highly relevant customers to your pages.
4. Encourage repeat visits and cross-selling
How does your website encourage people to come back? Do they have opportunities to buy related products? Using online coupons, a blog, offering industry news and tips, or showcasing your other offerings during the buying process can give people a reason to visit frequently.
Once customers gets into the routine of regularly visiting your website, they will automatically come to you the next time they need the goods or services you offer. Building online brand loyalty is a very valuable investment. Be mindful of the flow of your website and how its design can facilitate customer engagement and sales.
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