Is your website underperforming and if it is, what can you do about it? To help determine the performance of your website, start by establishing the following benchmarks:
- What is my site’s domain authority?
Do Google and the other search engines see your site? Are your pages properly indexed and optimized? Domain authority helps indicate how well your site performs in a search engine. This tool provides your site with a score between 0-100. There are several online tools that will look at your site and provide you with this score. Let us know if you need help with this, and we will happily assist you with providing your site with its domain authority.
- Where is the traffic to my website coming from?
Google Analytics provides you a tool that will show you where the traffic is coming from. Generally categorized as free and paid traffic, Google separates traffic by referral (coming from other sites), direct (paid traffic), organic (free search), and social (LinkedIn, Facebook, and Twitter).
- What is the net traffic to my website?
Google Analytics provides the number of visitors to your site. Calculating the number of net visitors is the number of visitors subtracted by the back rate or bounce rate. The back rate is the number of visitors who leave immediately after they visit the site. The bounce rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).
- What is my site’s conversion rate?
Conversion rate represents the percentage of visitors who complete your desired action. That could be filling out a form, purchasing a product, or calling a telephone number. Simply, conversion rate is the number of conversions divided by the net number of visitors to your website.
Establishing these benchmarks is important to setting goals that will help improve the performance of your website. And, the beauty of website performance improvement is that you can increase revenue without increasing advertising spend!
Our white paper How To Improve Your Website For More Leads and Profit is full of additional ways to turn your website into a powerful lead generator. To request your free copy, click here.
Have you had success turning your underperforming website around? If so, tell us how you did it.