The number one factor that makes or breaks your website is whether or not men and women can use it. This can be typically referred to as your site's usability. It seems simple: if individuals can't do what you want them to do (buy things, subscribe to things, request a call, etc.), they won't do it.
Yet, simply because websites are so easy to modify, many companies just invest their funds in buying traffic, or they create websites, web applications, e-newsletters, etc., and hope that the modifications will help their business. Don't let this be you. Learn how to buy a .com website the right way.
What further confuses this is commonly a lack of clear insight into your website's performance. For example, do you know how to get website visitors? How well does your site convert visitors into buyers?
What are the key decisions that visitors must make on your website? Do you give them the information and tools needed to make those decisions?
This article will help you concentrate on 3 proven techniques for enhancing your website's performance: website analytics, usability testing, and personas. Exactly how you choose to implement these methods is obviously up to you.
1. Measure Progress with Website Analytics
Define your website marketing strategy objectives (example: Increase the quantity of qualified prospects coming from internet search engines), and what you want your site visitors to do to reach those objectives.
Get in touch with your visitors' behavior on your site. Track how many unique visitors you get, and how long they stay on your site (including how many pages they view).
Improve your conversion rate. Track how many guests do the key action you want them to do and compare this number to your total guests. This helps you determine your conversion rate.
Once you have these key website analytics in place, you can start to evolve your tracking and look for trends to optimize for.
2. Leverage Usability Testing
Usability testing is exactly where you take people that would use your website, and actually watch them using it. Normally, you ask the person to do things on the site, and you watch either over their shoulder, behind a one-way mirror, or via a second computer where you can see what's being captured on the test computer.
3. Develop Personas
Personas are:
- Fake individuals based on real data.
- A practical tool to maintain focus on your target clients.
- A way to make your data come alive and be more memorable.
Creating personas from usability testing data is time-consuming, but very valuable. Just look across the data for key trends: what common roles, objectives, and actions do you see?
Can you group the feedback along those points? You'll quickly begin to evolve a handful of personas which can be refined over time. Add a name and a few photos of that "person" and you'll be on your way to creating a more user-focused internet site experience.
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