When it comes to running a small business, analytics can be incredibly important. Analytics will be able to tell you not only how many people are visiting your site, but it should also inform you of the content that your users are engaging with. If, for example, you have a lot of visitors on your site but a relatively low conversion rate, your analytics are telling you that something is wrong with your customer journey. Do you have a lot of basket abandons? Are your calls to action working? All these questions and more can be answered with analytics, but in order to use analytics to get a clear picture of how your website is performing, you need good web design.
Say thank you
Do you have any forms on your site? If so, it's a good idea to look at how your website says thank you after the form has been filled out. Some sites don't take the user to a separate thank you page; instead, they choose to show a message thanking the visitor on the same page. That makes tracking through analytics much more difficult. A good web design service will see a form as an analytics opportunity to create a 'destination goal' by taking the user to a separate thank you page once the form has been filled out. By simply measuring when the visitor reaches the goal URL (the thank you page), it makes it much easier to track that customer, who you can then convert into a lead.
Another key aspect of web design is the location of the blog. Is it part of the directory, the subdomain or is it a separate website entirely? The URL of the blog can either make it very easy or very difficult to track the performance of your content. The better performing content you have, the higher your chances are of securing a good search ranking. Having a separate website for your blog can skew traffic sources, and will negatively impact your domain authority. A subdomain, meanwhile, can also prove detrimental to your SEO efforts because the relative URL doesn't state what is blog content and what isn't. The best option is usually having a directory (www.company.com/blog). Not only does it make searching for blog posts easier; it's also perfect for SEO, because it allows links to blog posts which will share more value with other pages on your site.
To ensure your company's site works in harmony with analytics, get in touch with LS25 today to see how our web design options can help you analyse your content performance.