One of the chief concerns of any website owner, if not the primary concern, is the user experience. I’ve spoken with many clients struggling to realize how much their website performance could negatively affect their sales and bottom line.
It’s not enough that your website has all the expected features of a modern-day page – it has to be responsive and fast to ensure you’re meeting a customer’s needs as swiftly as possible. Of course, knowing how that works is another thing entirely.
In this blog, I’ll look at the most important metrics to use when assessing how well a website performs and the best techniques to ensure an optimized customer experience that translates to sales.
Website speed is the most important metric to monitor when assessing the usability and performance of your website, without question.
Simply put, a fast, responsive website is much more pleasant for a customer to navigate, letting them casually assess your services or products with ease. Conversely, the harder it is to navigate, the less enthusiastic users become to use the site, making navigating a chore and directly affecting potential sales.
Average Session Duration
You want to know how long a customer is spending on your site. The higher your average session, the more likely you are to convert a sale – as the length of time indicates that your customers are finding your content and investigating your pages.
Where your page visitors are coming from can be a massive indicator that funnels and marketing services are working like they’re supposed to. At the very least, you’ll know whether it’s your website causing problems, or your broader marketing efforts.
Ensuring your website is well-optimized for search engines is vital when improving this area and something worth keeping an eye on continuously. Promoting your site through social media platforms should also see an essential boost in this area as well.
Your conversion rate is the percentage of visitors on your website that make the desired action of actually purchasing your product or service. This also extends to signing up for newsletters or consuming content to a certain point.
Your conversion rate is vital and improving it is crucial, with a conversion rate indicating a possible break in the customer experience that needs rectification – often at the point of sale.
No one likes encountering a bug on a website; it reflects poorly on the business and makes customers feel less inclined to buy whatever you’re selling. Your error rate shows the number of errors encountered by customers when visiting your site.
Broken links and server issues often cause error messages on websites, so ensure your links are up to scratch and that your server is appropriately configured to fix the issue.
That’s it for today’s entry! Check out my other blogs for more thoughts on the latest digital industry development and entrepreneurship challenges in the online world.
Until then, see ya later!