A question I often get asked is, “Is my website working?” Fair question! But first, we need to define what “working” actually means.
Define What “Working” Means
There are many different ways to define success, but generally, we can group them into 2 common scenarios:
- If you’re a retailer and run an e-commerce site, sales are an obvious measure of success.
- If you’re a service-based business, then your website is probably more about generating enquiries, so the number of enquiries it generates is your key indicator.
Depending on your type of business, there will be clear metrics to measure to determine if your website is working.
Measuring Success
Now, let’s dive deeper into the question: Are you getting enough sales or enquiries each month to justify your website’s existence? In other words, is it keeping you busy? If you’re not getting enough sales or enquiries, then it’s fair to say your website is not working, and you might need to take action.
Setting Goals
Before we go further, it’s important to define what “working” means for your website. Make sure those primary metrics are being measured, and ideally, have some target numbers attached to them. What sales figure are you aiming for each month? How many enquiries each month?
Also consider that not everyone who visits your website will buy something or send an enquiry straight away. Some industries require a longer process. Think about the customer journey:
- Know: Customers need to find your website.
- Like: Customers need to like what they see.
- Trust: Customers need to trust you before doing business.
Minor Goals and Engagement
Consider how the information on your website contributes to the know, like, and trust equation. What minor goals can you set up to measure these engagements? Here are some ideas:
- Subscribing to your email newsletter
- Downloading PDFs – tip sheets or worksheets for example
- Engaging with video content
These minor actions show that people are interested and progressing along the journey from not knowing you at all to eventually contacting you.
Actions You Can Take
- Define Major Goals: What does your website need to do? Generate sales? Generate enquiries? Set some target numbers and make sure these are being measured.
- Set Minor Goals: Track smaller engagements that indicate someone is progressing towards becoming a customer. This could be subscribing to your newsletter or downloading resources.
- Monitor Progress: Keep track of these metrics monthly. Ensure they are at a level you are happy with.
So, is your website working? You tell me! By defining your goals and measuring the right metrics, you’ll have a clear answer.