WS - Analyse How Your Website Performs

One of the areas of my new job is to analyse websites for improvement. This involves looking at Google Analytics to view its performance, assessing what the visitor sees when they visit the site, and whether the design and copy works or not.

Assessing Analytics

Going into the Analytics of a website is a fascinating experience. There is a lot of data to wade through: providing numbers and information on visitor combinations, the bounce rate (when visitors leave immediately) of pages, how many views pages have had plus how long visitors spend on the site.

You can see how the visitors came by the website (either through referral sites, search engines or directly through the URL), and the landing pages they went to in response to which keywords or phrases they typed into the search engines. You can also find out the visitors' geographical location, which browser they used, as well as lots of other information necessary to fully optimise a site.

Expect to receive what you asked for

But analytics is only one side of the coin; you have to consider what the visitor looks at once they arrive on the site. A high bounce rate obviously means there is no connection to the surfing expectations, the information presented is inadequate, or there is a failure to understand the website. When did you last enter a website only to be disappointed in what you saw?

Proper research of keywords is vital for successful search engine optimisation, which is organic or natural search engine results. If your landing pages are fully optimised for the most poignant, relevant and up-to-date keywords, then there is a good chance the search engines will match your website with a search request. But stuffing your copy full of keywords is not the only answer, the meaning and content needs to relate to what the visitor wants if you are to achieve any conversions.

This also includes writing without jargon, explaining succinctly and concisely exactly what the subject is, and keeping one topic per page to avoid confusion.

Design know-how and navigation

Always think about what the visitor sees when they first enter your website or landing page; what is visible above the fold. Don't distract their concentration with an irrelevant banner or picture that takes up half the space. Where is the headline located and is it using H1 tags? Does it use relevant keywords, along with the page title at the top of the browser?

Are you relating to your visitors pain or problem before providing the solution lower down? In what way to you capture the reader's attention to make them realise this is the right site for them? Remember, you have three seconds to achieve this before the visitor goes elsewhere (another bounce rate statistic).

Also provide a call to action on your homepage to encourage better visitor participation, such as entering the site through clear navigation, or sign up to something like a newsletter or survey, so you can capture their contact details. Websites are no longer used merely as brochures, they should include interaction as well as information; include a blog to spread your expertise and further your message.