Whether your website is just two weeks old or a fully-fledged e-commerce build, you can always be left wondering about different ways in which you can improve your site. It is important to remember that you do not always need to make massive changes such as a whole redesign to attract attention, even the most subtle of changes can make a massive impact on how visitors interpret and interact with your website.
Viewing your Analytics Data
So where do you start? Analytics data can tell you a lot about your website, how many visitors you are getting at any one time, where they’re coming from, how they’ve found you, what type of device they’re using, what pages they are viewing, how long they’re spending on each page, how many close a page after just taking a quick glance and the list goes on and on, there is a vast amount of information that you can use to your advantage.
Choosing Areas to Change
You can begin by looking for areas where you’re losing out, for example, you receive 10,000 visits per month, where are they landing? Do they land on your homepage, or do they land on specific products or categories?
Once you have an idea of where your visitors are landing, you need to check out those pages and ensure that your content is up to date, relevant and engages with the end user, make sure that you have put in place all relevant calls to action such as an easily visible telephone number, links to fill in a contact form, make sure ‘Buy Now’ or ‘Add to Basket’ buttons stand out, are obvious and hard to miss.
Making your Changes
Before you make any changes to your site, make sure you ask somebody else for a second opinion, they might have thoughts on something that you may have missed. An example of this would be when choosing a different heading image for your site, you may think it looks great and is pretty, but what do your colleagues think? Does the image portray the right message about your business?
Measuring your Success
When you have made your desired changes, it is vital that you keep a close eye on your analytics and watch what effect your changes are having on your visitors, this is more commonly known as A/B testing.
For example, perhaps you have changed the colours of your links or using a different type of image for products that do not receive a lot of interest, you can compare the amount of clicks the links are getting before you made any changes (Version A) and compare them to the amount of clicks you are receiving after making the changes (Version B), you then use this data to see if your changes are working as you originally intended.
If you haven’t been successful, you can always change it back! Please do not be discouraged if you didn’t achieve the results you expected in your first run, there are always plenty of other areas you can try tweaking and you may a change that dramatically increases your visitor behaviour flow and causes them to make an action.
Looking for Advice?
If you would like to find out how you can improve your website, please contact us by either phoning 0800 085 2584 or emailing us at firstname.lastname@example.org