How to Assess and Maximize Website ROI
In most cases, the sole purpose of a website is to convert leads into customers. A website that falls short of this goal is a failure, despite how it looks or how well it was built. While most business owners realize the importance of having a website, some of them regularly get annoyed with the underperformance of their company websites.
Rightfully so, if you spend thousands of dollars on a website, you expect it to perform at the highest level. If your website is not performing up to your standards, you may not have to throw it away (yet).
Instead, here’s how you can assess your website ROI and maximize the value of your investment.
Install Google Analytics
Before you begin to assess website ROI, you must be able to consult data metrics concerning your website’s performance. Google Analytics is a premier tool used by webmasters across the world. It’s a platform that allows you to see how your website is performing, track its progress, and measure its growth over time.
Depending on how you built your website, the process of installing Google Analytics can differ. Here’s how you can make the installation happen:
- Custom Website: Ask your developer’s support team to integrate Google Analytics to your website.
- Content Management System (CMS): If you’re using WordPress or any other similar CMS, you may already be able to view your website’s analytics. You should still install Google Analytics to receive deeper insights into your website’ performance. Click here to learn how to install Google Analytics to a WordPress website.
- Website Builder: If you are using Wix or Squarespace, consult with their resource center or FAQs to learn how to integrate Google Analytics to your website.
Once Google Analytics has been installed to your website, you can move on to the next section.
Calculate Bounce Rate
Unlike other native data analytic tools you’ll find if you use Wix, you can browse your site’s bounce rate with Google Analytics. Bounce rate is an important website ROI metric that defines when a person visits your website and leaves almost immediately without doing anything.
Clearly, you’ll want to reduce your website’s bounce rate to keep your website visitors happy and glued to your website until they convert. Here is what the average bounce rate looks like:
Calculating the bounce rate of your website is the first step in determining its current value.
Calculate Dwell Time
Much like bounce rate, dwell time is also a very important metric. In contrast, you’ll want to improve your website’s dwell time and reduce its bounce rate. Dwell time is defined as the time a person spends on your website.
Ideally, you’ll want more people to spend time on your website. The more time they spend on your website, the more Google and other search engines will notice. If your website isn’t performing well, your dwell or average session time is going to be low.
If you’re using an online advertising platform, like Google or Facebook ads, you’ll need to track people who view and click on your ads down to the moment they decide this purchase.
This will help you find out if your ads are successful, and if your website needs to be tweaked. Installing pixels will create opportunities for you to browse analytical data, proving the effectiveness of your website in converting leads from your paid ads.
Improve Your Website ROI Today!
If you’re here, then that means you’re concerned with the current state of your website. If so, then we’re here to help. Click here to request a free proposal for your upcoming website development project.