The third and most important step is one we’ll repeat in iterations – testing and updating. A website is a lot like a car – once in the driveway (launched), it’s imperative that it receives regular maintenance – and you also have the option of upgrading it. By constantly optimising and updating the site we’re keeping it secure but also increasing the value of our investment – maximising results based on data, rather than ‘feel’. Here are some of the methods we use in an ongoing fashion to max your ROI:
We use Google Analytics along with Google Search Console to measure dozens of important metrics such as number of visitors, where they’re coming from, how long they’re on the site for, sites that linked to your site, average value of a customer, and so on. This is extremely powerful software and will assist us in setting up A/B testing and retargeting as well. We can also automate customised reporting – there’s so much data available it can be useful to have a ‘snapshot’ of critical data automatically emailed through, so you’re always on top of website performance!
Also known as ‘split testing’ – this is the practice of testing multiple variables on a website such as button colour, CTA text, element positioning, headlines, and so on. We’re able to send visitors to version A or B of a webpage and use Google Analytics to measure which is more effective. Very cost-effective, very powerful, and the cornerstone of a lot of website optimisation. With A/B testing we are making data-driven decisions rather than guesswork.
Retargeting/remarketing is one of the most effective ways to gain max ROI from your visitors. We place a snippet of code on each page of your website and track how they act – if they buy anything, sign up, or potentially leave it for another day – we’re able to add them to a specific list and then market to it separately.
For example, you may have a sale on in March – we can find anyone who has previously visited your site and use the Google Display Network to advertise them on the Internet (not just on Google!) – these campaigns regularly have a substantially higher conversion rate than normal ads as the visitor has previously displayed interest in your product.
A heat map is a visualisation map which allows us to see where and how visitors interact with your site – the brighter or ‘hotter’ an area, the more interactions. This can be a very powerful part of our online marketing arsenal when we’re preparing navigation and copy. Once again, we can make decisions based on data rather than guessing.