Why Do So Few Websites Track Goals When It Is So Important For Success?
Improving a website’s conversion rate (the percentage of people that take action) has the same effect as multiplying the volume of traffic to that website.
Difficult To Set Up
Tracking is possible, it’s valuable but it’s rarely used to make decisions. Why not? It’s very difficult to set up properly. It is very common for people to get frustrated and give up.
Implementing tracking and analyzing data is not a skill most graphic artists or website designers need to create a website. SEO is about getting more traffic to your site with the idea that if there is more traffic, there will be more sales. You could have great SEO without tracking outcomes.
Most people just try a new website to see if that improves results. Sometimes it does, sometimes it doesn’t. It’s a gamble.
Context Is Essential
Data by itself is not useful. It needs to have a context for it to be used in a decision. If your website’s bounce rate is 54%, is that good or bad? Does it even matter at all?
We identify the weakest pages of your site and improve them. We identify the strongest pages of your site and send more traffic to those pages.
Here are some examples where data is used in context:
- Changing the picture on the home page results in 7% more people sending a form.
- The keyword with the most clicks in your ad campaign wasn’t the one that brought in the most money.
- Traffic from your email campaign had 14.78x better results than your Facebook ad campaign.
- 82% of those that responded are over 55 years old.
There has never been a more important time for a website to squeeze every possible lead or sale out of the existing traffic.
Experiments offer the greatest opportunity to improve. Every business should have an experiment running at all times. Which headline is better? What color gets the most response? Is there any difference?
Dozens of tiny improvements can add up quickly to a website that has a conversion rate several times what it was before.
We recommend a constant improvement experiment be in place at all times.