Traffic Building Information

The Need For A Website Emetrics Audit Before Major Design Changes


So you have decided on a design makeover for the website. Or perhaps it's the boss who thinks it needs refreshing and a bit of a lift.

Carrying out an emetrics audit before a redesign, or any major change to a site, is essential if you are going to assess the benefits of your investment. It will also enable you to make sure that everything you change is for the better and that the things that are really working well don't get swept away.

So what do you look for?

Current overall visitor levels - this might seem obvious but if you don't know how many visitors are coming to your site before the change how can you assess its impact?

Returning visitors - how many of your current visitors have visited the site before. Your returning visitors usually represent your best prospects, after all they are interested enough to bookmark your site and come back. Identifying returning visitors requires the presence of cookies. If you are using a hosted emetrics service (one using JavaScript) to monitor traffic this will be done automatically. If you are analysing log files then your site must set a persistent cookie in order to recognise returning visitors.

Conversion rates - how many purchases, enquiry forms, subscriptions or whatever your site purpose is, are you getting both in absolute terms and as a percentage of total traffic?

Search engine referrals and rankings - the more sites that are sending traffic to you the better. This will depend upon your rankings and overall visibility, which in turn requires that the spiders are crawling your site - assuming you are doing your seo job properly. It is essential you prepare a rankings report on your major keywords before you undertake any major site changes. It is equally important to know how well your site is being spidered before the changes are implemented. This will show either that the current architecture is spider friendly or that the design changes need to include better spiderablity if that is a problem.

Site stickiness - how many of your visitors leave the site immediately, usually defined as being less than 5 seconds, without navigating beyond the entry page. The figure of short visits needs to be kept as low as possible, and how low is acceptable will depend on how well you can, and want, to define your target market. If you have a well established market, such as digital cameras, then anyone not looking for digital cameras is of no use to you. You may feel differently however if, on the other hand, you are working in a new market, photobooks for example. Here not everyone who is a potential customer is familiar with the product and therefore looking for it, so you may decide to try and capture anyone looking for anything on photography. This is going to reduce your site stickiness but may be a worthwhile price to pay in order to increase awareness of a new product or service.

Lots of factors affect site stickiness, for example the graphic design of the site and the way in which the navigation is structured in particular will affect how effective a site is in retaining its visitors. Making sure you have a bench mark before any site changes are made is vital if you are to assess whether any change is a success and to what extent.

Entry pages - which pages are visitors entering your site by? Web designers often feel most comfortable with everyone entering through the front door and following the path set for them. However, if this is what is happening then your site is missing a huge opportunity. Every content rich page on your site is potential entry point, and has the potential to be optimised for specific keywords. Further, conversion rates are likely to be higher if a visitor enters the site on a page that offers him the particular information he is looking for.

Navigation paths - the idea that there is one unique route from home page to order page is a fallacy. The number of ways of getting from the entry page to the order page soon reaches infinity for any site with more than a very small number of pages. But you can look at how long it takes a customer to reach the order page and this is a very useful metric. The sooner the visitor places his order with the least number of clicks the better.

So how do we use all this information? There are two things it can do for you.

Firstly it will show you what is, and what is not, working before any changes are undertaken and this provides an invaluable starting point for the design team. For example, if you have a high number of returning visitors, look to see why they are coming back, and make sure whatever it is stays there after the makeover. Conversely, if there are very few returners, ensure that the redesign addresses this problem; perhaps a tip of the month on the home page is the answer, or a special offer will bring them back. It may simply be that the home page needs to make it clearer what the reason to keep coming back is!

Secondly, it provides a benchmark so that you can measure the effectiveness of the changes you introduce. If the very worst happens and the new site performs less well than the original, your website audit will be invaluable in providing with you the ability to identify what went wrong. If the traffic increases but more people leave, you will probably look first at graphic design issues. If search engine referrals suddenly drop, then the first place to look will probably be the spiderability of the architecture.

Web analytics and emetrics give the webmaster abilities to understand their customers and potential customers to a degree unimaginable in the offline world. Failing to capitalise on it is like trying to find the bull's eye with your eyes shut.

Sally Kavanagh is a trainer with Search Engine Workshops Ltd who provide training courses in the UK on search engine optimisation and marketing and on the use of ClickTracks web analytics software in supporting both paid and organic seo campaigns.


MORE RESOURCES:
Internet and Businesses Online:Traffic Building Articles from EzineArticles.com
06/04/2019 10:57 AM
Buying Traffic To A Website: Things To Look For!
I wouldn't say that buying traffic to a website requires skills, but I would say it takes some knowledge on what works and what doesn't. Trial and error is not the best way to approach this important part of Internet marketing. What we will talk about in this article are things you can look for when buying traffic to your website!
04/22/2019 10:53 AM
5 Tips To Consider Before You Buy Traffic
Before you buy website traffic, make sure you consider a few important factors. Most people think that buying traffic for a site or blog is a shortcut to getting a lot of targeted traffic. That's why this approach is getting quite popular in the here and now.
03/22/2019 01:32 PM
Should You Buy Traffic For Your New Site?
If you have started a new business, you need to sell your goods or services in order to earn a profit. The same applies to a blog or website that you operate to make money online. If you don't have enough traffic, you can't make enough money. That's why business owners market their products to attract new customers. If you have a product or website to promote, you may consider buying website traffic. If you are trying to find out if it's worth it, you can read on.
07/31/2018 10:36 AM
7 Effective Ways to Drive More Traffic to Your Website
An online business needs traffic to succeed, Traffic is the main bloodstream of an online business. If a website does not get a flow of traffic, it will surely fail to make any sales and the online business will fail. It is therefore, important to take some steps to drive sufficient traffic to online business website.
07/10/2018 10:40 AM
Can I Get More Website Traffic?
With proper planning we are able to maximize our results in obtaining consistent quality traffic which converts well. A properly prepared Traffic Building Plan includes having the necessary ingredients to build a strong foundation, which creates the "impulse to Buy".
06/25/2018 11:21 AM
Top 5 Ways to Increase Traffic to Your Website
In the digital world, we currently live in, for new or established companies, having a website to represent your company digitally cannot be overemphasized. Most entrepreneurs do not have issues with setting up a website, the problem arises with attracting users to your website.
06/04/2018 11:34 AM
Viral Website Traffic Is The Answer to Online Success
Viral List Building Systems are an excellent way to magnify your return on investment, whether you're investing time or money, as you build your list of prospects and customers. This article explains the benefits of using cutting-edge viral list building software and systems.
05/14/2018 02:30 PM
Skyrocketing Website Traffic the Quickest Way
All business goals are geared towards attracting the customers into their trade. That is probably the ultimate target of every entrepreneur. Business requires websites, the influx of visitors into one's site as gauged by Analytics demands unique strategies to boost site traffic. More website visitors mean more customers, more sales and therefore more revenue! Increase in traffic requires a more aggressive approach though your campaign should be more organic in nature.
05/10/2018 11:42 AM
Expert Interviews For Extra Traffic
As most internet marketers are looking for viable tools to add to the enhancement of their business forays the expert interview tool can be useful because of its easy accessibility. Also the freedom element is certainly a welcome change from other more restrictive tools. Being able to design and feature material that is both flamboyant and unorthodox creates the interest from viewers and others alike.
04/18/2018 09:27 PM
Do You Make These Website Traffic Building Mistakes?
Website traffic building can increase the number of customers. But it can also increase the number of wrong contacts who will never buy from you unless you know which strategies to choose. Unless you have a persuasive opt-in funnel, the money you spend on website traffic can go to waste. There are a few easy ways to increase website traffic, opt-in and conversion.
03/15/2018 09:33 PM
How Can I Generate More Traffic To My Website?
As an internet entrepreneur, you need to know how to generate traffic to your website. The most effective way to generate more website traffic is to use the things that you do regularly, consistently and in a targeted way.
03/13/2018 03:37 PM
Ways to Get Free Traffic
Words have mixed connotations. Traffic on the roads is everyone's nightmare, however in business especially online traffic refers to visitors to your website, so definitely a must have! In fact all websites need traffic or visitors, in order to pass on your information and create sales. There are many ways to improve, not only visit to your website, but encourage visitors to stay and look around, and return often, this will encourage good interaction with you. However first we must get them there! You can choose paid or free traffic or better still, use both methods. Organic traffic builds over time and forms a strong background, this is build up from brand recognition and free traffic.
02/16/2018 02:19 PM
Increasing Website Traffic, With Quality Context
If you want to increase the number of people who visit your website, you need to provide real value to the visitor. It's a good idea to review your site on a regular basis, but there are a few key things you can do if your goal is to increase traffic.
12/27/2017 03:53 PM
3 Simple Ways For Increasing Website Traffic
Increasing traffic to your website does not have to be done by a professional. This can be done by anyone who has a computer. When you get more traffic to your website you have more potential customers to show your products and services
12/27/2017 03:50 PM
Getting Targeted Traffic For Free
Getting targeted traffic for free is not as difficult as you may think. The most important thing is to make sure your free traffic is qualified and from good sources. Some of these sources will cost some money but many of them are going to be at no cost.
12/27/2017 03:50 PM
Video Marketing For Targeted Traffic
Video marketing is one of the most effective ways to generate targeted traffic. Once you create the right video you can submit to YouTube, DailyMotion, Vimeo, Viddler and other places that allow video submissions. By listing your website information in the description section, most people tend to follow up with the video presentation if it is compelling enough.
12/08/2017 11:15 AM
Innovative Promotional Tools You Probably Haven't Considered
Blogging has become one of the most popular ways for people to share ideas, engage in dialogue, and interact with others who share a common interest. They usually are short essays published online according to a regular schedule, such as daily or weekly, revolving around a particular subject, such as food, sports, raising children or any other topic. Currently, there are an estimated 450 million blogs being published on the internet.
12/06/2017 11:41 AM
Developing New Leads and Prospects With Twitter Ads
Discover how you can develop new leads and prospects with Twitter Ads. This article discusses the lead-generation service in Twitter Ads.
11/30/2017 08:04 AM
Getting More Traffic to Your Website or Blog
There is a very common question that anyone who has a website or a blog has and this has to do with getting more leads and even traffic. There are many options that are being offered today to get rock solid traffic, and sometimes you can even make money while you are at it.
11/22/2017 07:57 AM
My Big Stupid Traffic Tragedy - Why Facebook Ads Isn't The Magic Pill It's Hyped Up To Be
There's no one-size-fits-all in business marketing - what works like dream in one niche may completely bomb in another. The same applies to your advertising - Swiping case studies from one niche to another can devastate your business.
11/13/2017 09:31 AM
Simple And Useful Tips That Improve Your Alexa Ranking
Alexa Ranking is very much important to know the potential as per the popularity of your website over the internet or intranet. It basically has a large panel data from all around the world and with the help of this data; it estimates the rank of your website. According to Alexa, the lower your rank is, the more beneficial for your company is, for instance, Google Alexa Rank is 1 in India, which shows its popularity and potential. Increasing the Alex Rank is not like climbing the mountain, it is very simple and these basic tips may help you with this.
11/13/2017 09:30 AM
Why Is Alexa Rank Important To Your SERPs Rank?
Before you come to know the importance of Alexa rank for your SERPs rank, it is crucial to understand what it actually is? Basically, Alexa is a sort of new revolution among the marketers, as it is an intelligent personal assistant, which is developed by the Amazon to compare the popularity or rank of your website relative to other sites. It is very popular among the marketers for many years and results it provides help the marketers to know the online reputation of websites.
11/07/2017 04:03 PM
The Due Diligence Concept: A Six Month Journey To High Rankings On The Internet
People are funny. They pay good money to build their website, often following the website creator's graphic and copy writing advice as to how they should present their content for the overall best effect, and usually accept that same person's counsel on what company may be best to host their site. When all that has been completed and established, they give their website creator a final OK to "put it up." But after following all that advice from the one person responsible for them having a functioning website in the first place, they often part ways with this individual and proceed on their own, basically sitting there waiting to get recognized, ranked, and busy. Sound familiar? Then this article is a must read for you.
10/17/2017 12:53 PM
How To Get Traffic To Your Websites
It's probably the most sought-after topic in Internet marketing - how to get more traffic to your websites. It doesn't matter whether you're selling your own products, promoting affiliate offers or looking for AdSense clicks, you're not going to earn a single cent if there's no traffic coming to your site. There's more to the process than just getting more traffic, however. You not only want traffic, you want targeted traffic - people who are going to be interested in what you have to offer. In this article we're going to look at a number of ways - both paid and free - to get more visitors to your website. Some of these methods can generate almost instant traffic while others will take longer to gain momentum. By diversifying your traffic generation over several methods, you can get fast traffic while gradually ramping it up over a longer period of time.
10/01/2017 12:03 PM
Online Marketing Plan Essentials - 3 Ways to Drive Qualified Traffic to Your Website in Droves
In last week's article, we talked about setting up the tools you'll need to evaluate your website traffic in response to your online marketing efforts. And now it's time to come up with an online marketing plan. There are two broad categories to look at for your online marketing: Paid and Organic
09/29/2017 08:39 AM
Getting Relevant Traffic to Your Finance Website
You know your financial concepts. However, your financial website feels like the equivalent of a ghost town. No one comes and the digital tumbleweeds are invading. It's time to change that. Get ready for some wicked tips on how to send targeted traffic, on demand!
09/25/2017 11:36 AM
How to Get Free, Unique Traffic
Backlinks are still exceptionally imperative in SEO. Since the take off of Penguin, you should be cautious of the kind of backlinks that you manufacture. Fabricating incorrectly connections will see your site getting punished; in this manner, to spare your site you ought to remain erring on the side of caution of web search tools. Here are 3 safe methods for creating excellent backlinks:
09/19/2017 10:15 AM
No Funds To Run Ads And Invest In SEO? 3 Things You Need To Do To Get More Free Traffic To Your Blog
This is a post about what bloggers and site owners need to do if they can't afford a lot of money to invest in paid ads to increase their site traffic. Many top brands spend thousands of dollars in paid campaigns and to SEO agency to get top ranking positions, but newbie bloggers with no funds need to do some other things to generate traffic. It is an insightful read.
09/12/2017 08:58 PM
5 Ways To Increase Traffic To Your Website For Free
Traffic comes to your website due to the marketing strategies and offers you've created to specifically to grab the attention of your target market. And you can get them to visit your website without spending a penny.
08/08/2017 10:47 AM
The Step By Step Guide For Creating a Facebook Sales Funnel
Turning your Facebook Business Page into a money spinner and a customer converter base will make you super happy and super rich right? Read how you can achieve that!
07/28/2017 06:38 PM
How Can I Get More Traffic To My Website For Free?
What can you do when traffic trickles in but you expected a lot more? Here are 5 ways you can get more traffic to your website without it costing you a penny.
07/18/2017 11:11 AM
Using The Wrong Keywords Can Cost You Thousands in Lost Sales
One of the main challenges facing newbie online marketers is how to get buying traffic to their website or offers. This article talks about the importance of optimising your website or blog with the keyword word phrases someone who is ready to buy would type called buyer keywords.
06/26/2017 09:06 AM
Do Animated Videos Help Boosting Website Traffic?
Remember how the internet started off? It was just a web of text documents and almost of us have witnessed the journey of the internet. Things, of course, have changed for the better and the presence of images, audios and videos are a common sight now.
06/09/2017 09:48 AM
How to Get Unlimited Twitter Traffic
Unlimited traffic from Twitter. If you are looking to get your share of 100+ million tweeters you will want to read this article.
06/06/2017 11:03 AM
Do These 3 Things Before Even Thinking About Article Marketing
Great tips on article marketing - and ensuring your articles work for you. A list of things you need to do to maximize the impact of your articles and drive traffic to your site.
06/05/2017 12:13 PM
2 Methods of Getting Massive Traffic to Your Blog
When it comes to traffic you have a few choices. You can pay for your traffic, get free traffic or do both like me. This article discuss 2 main methods to generate traffics to you blog.
05/31/2017 09:49 AM
How To Get Traffic To Your Website From Other People's Facebook Groups
The incredible power of using Facebook groups to impact your business in a positive way simply cannot be overstated. How can you get access to people that are interested in your niche and members of other people's Facebook group?
05/24/2017 08:55 AM
Analyzing the Results of Your A/B Tests
It can take some time to set up your A/B tests, and an even longer time to run them and understand the results you are getting. But it's worth it - when done right, it can increase your conversions significantly.
05/17/2017 10:58 AM
Don't Spend Any Money Until You Try These Traffic Generation Techniques
For new internet marketers, getting people to your website or blog is as challenging as it is overwhelming. This article is going to teach you a few ways to get traffic without having to spend a dime.
05/01/2017 02:11 PM
Leveraging Google Traffic With the Hashtag
Now this is one of my personal favourites, it is also the result of constant testing and tracking. See Online Marketing fascinates me, as there are so many options I simply can't stop exploring. One of the best tactics to apply in actually making money online, is offering a solution. And the only way to discover a solution sometimes result in a few months of research and tracking, because you need to know that what you're doing actually works.
04/27/2017 12:54 PM
Capturing Your Social Media Success With an Analytics Tool
Without tracking the results of your social media efforts, you won't really have a clear understanding of how you are doing. Are your efforts really paying off? The only way to know for sure is to capture the results using an analytics tool.
04/20/2017 08:18 AM
5 Tips To Turn Website Visitors Into Customers
Your customers buy from websites that they know, like and can trust. Here are 5 tips that will help to turn your website visitors into customers.
03/29/2017 11:23 AM
5 Expert Ways to Increase Traffic Without a Budget
The content you create is one of the most important aspects when starting a blog, new website or business online. However at the end of the day promoting your content and getting traffic to your site is the most crucial element to convert your visitors to customers.
03/09/2017 09:31 AM
5 Key Strategies to Boost Visibility of Android Apps on Google Play
This article aims at highlighting the various effective ways of optimising Android apps on Google Play and increase their online visibility. With a galore of highly intuitive mobile apps available on Google Play, it becomes difficult to optimise your app and fetch a steady number of downloads.
02/24/2017 09:40 AM
Is Free Traffic Worth The Price You're Paying?
There's plenty of places you can get web traffic for free, but how many are actually worth the time you put into them? This is a short discussion on some free web traffic sources and their uses and viability. Where can you best use your time and resources?
02/21/2017 10:19 AM
3 Great Ways To Get Quick And Easy Targeted Traffic To Your Website Starting Today
If you have a website but are frustrated struggling to get visitors to your webpage then this article is for you. Traffic is the lifeblood of your online business because no matter how good your website is if no one knows it exists then your online business is as good as dead. This article reveals three great ways of getting quick and easy targeted traffic to your website starting today!
02/08/2017 04:15 PM
Building Snapchat Following the Smart Way
You might have heard how hard getting your following be built through this platform, which discourages you to continue through it. However, there are smart ways that you can use to build that following you need for your business. Here are the key tips that you should be doing to achieve that very goal.
02/08/2017 09:35 AM
TRAFFIC: The Lifeblood of Your Marketing Funnel
It doesn't matter how good our marketing plans are built - if nobody sees them, they just aren't going to be able to do what we need them to do. Finding some awesome traffic sources is the solution to that dilemma. Traffic is defined as: Any and all sources, both online and offline, that can be used to get YOUR MESSAGE in front of YOUR PERFECT CLIENT.
02/07/2017 09:22 AM
Bringing Traffic to Your Website for Free
For an internet marketer with little disposable income, knowing how to get free traffic to a sales pages is good news. For newcomers to the business it is one of the most useful of internet marketing strategies. There are a number of techniques which can be applied, all of which will require time, effort and research but no money and which can be just as effective as paid advertising. These techniques will take a little longer but, in the final analysis, will be just as potent in your quest to drive traffic to website or sales page.
02/03/2017 02:49 PM
How to Send Traffic to Your Website 2 - Paid Methods
I carefully decided to outline only these few methods of driving traffic for a good reason: to avoid Information Overload. As you set out to practice them you will see how powerful these methods are in jumpstarting your business. Infact, you do not need gazillion ways to drive traffic to your website in order to make your business profitable.


home | site map
© 2006