COVID-19 threw everything we know into question about the way businesses operate - to the point where I honestly can't say that I've ever seen anything like it in my 16 years working in this industry in a professional capacity.
Now, more than ever before, you need to be paying attention to what the data behind your website is trying to tell you about the ways people are interacting with it and, more importantly, why.
I've been actively participating and advising with radon mitigation and testing business owners to tune into what industry changes they have been noticing. I've seen a lot of the same issues crop up time and again, which is why I believe there are four key website indicators you MUST be paying attention to in order to increase profits as much as possible during these trying times.
Indicator #1: Traffic By Source
Obviously, some of your marketing channels are going to be more beneficial than others. If you really want to know where you should be focusing the majority of your attention, look no farther than "Traffic By Source."
In Google Analytics, this is a great and efficient way to dive deep into specifically where your traffic is coming from and how it has changed over the last few weeks, months, or years. It's a powerful opportunity to identify which of your areas are working for you and, more importantly, which ones aren't.
If social media is way down, for example, you know you need to change your current approach into something more in tune with your target audience. If search engine optimization is not performing well, you know you're getting fewer searches - meaning that you need to be proactive about finding a way to get out in front of local prospects.
Indicator #2: Conversion Rate
This is another critical metric to pay attention to, as it indicates how many prospects are actually taking that desired next step and becoming customers.
But more than the rate itself, be sure to pay attention to how it has actually changed over the last few weeks or months. If it is not going up, you may need to change your offer or bundle strategies.
Note that conversion rate may also be a reflection of the quality of your online ordering system if you are selling radon tests or contact forms if you’re providing services (low rates might mean the system is difficult to use), or even the ease-of-use to view your website on mobile devices.
Indicator #3: Pages Visited
This is another key performance indicator that you will want to watch over a period of several weeks or even months. Every new customer to your site should take roughly the same journey when they eventually make a sale or complete a contact form. This means that they will probably all visit some combination of the same basic pages.
If the pages people are visiting HAVE changed over time, you will need to figure out why. It could be an indicator that a certain particular service or location is doing better than others.
Overall, this data is hugely beneficial in terms of providing you with the accurate, actionable data you need to make the most informed decisions possible moving forward.
Turn Your Website Into the Sales Machine It Was Meant to Be
In the end, remember that your website is a lot more than just a virtual business card. It can and should act as a sales generation engine that can pave the way for the future success of your business. If it is not currently acting in that capacity, that's okay - because steps like those outlined above can help you optimize it with those specific goals in mind.
An optimized website immediately becomes the best type of employee - the one that never eats, never sleeps, and never calls in sick at the worst possible moment. Rest assured, that's a very exciting position for any radon business owner to be in.
To find out more information about the major website key performance indicators you need to optimize to increase sales and profits, or to get answers to any other essential questions you might have, please schedule your free strategy session at AdeptPlus today.