How do we actually define the success of a finished website? Is the adventure over when you have a pretty design? Unfortunately, there are a lot of areas to focus on when improving your site; 7 to be exact, but let's talk about three of the big ones you should be monitoring and adjusting after a redesign.
"Never stop testing, and your advertising will never stop improving."
- David Ogilvy
What to focus on after redesigning your site
The first thing you should check is the amount of traffic coming in. What's a pretty design if there's no one around to appreciate it? Plus, the fun experiments can't happen until we hit about 3,000 unique visitors a month.
The amount of traffic that comes to your site can reflect a couple of different things. Traffic can come from your blog posts, social media, referrals, organically, etc. So where are your visitors coming from and how can you optimize your different sources?
We create great experiences for our visitors. We want the process to be smooth, intuitive, and engaging. So after redesigning your site, you should look at user experience.
I have 3 metrics for you that could provide some useful insight:
- Bounce rate: If they land on one of your pages and don't interact, it's a bounce. So, if you have a blog with a CTA at the bottom and they read the blog but don't interact with anything else on the page, that would be considered a bounce.
- Session duration: How long do people tend to stay on your site? Did the visitor spend about 2 seconds on your page before leaving? What is causing your visitors to not stick around?
- Number of return visitors: Did the visitor like your site enough to find their way back? Maybe they found your content useful and decided to returned from another article you published.
Based on these metrics you can see how your visitors are engaging with your content, pages, and offers. When they land, are they interacting with your site? Do they stick around? Do they come back?
So you have the traffic coming to your site and your visitors are engaging and having a great time. Next we should take a look at your conversion rates. You should keep a close eye on the process visitors go through from entering the site to the point where they should be converting.
This goes with Journey Driven Design. The focus is on your buyer journeys. Is each path optimized? Let's take a look at user behavior. How far into the funnel are your visitors digging and at what point do they end the interaction or convert? This is the primary goal of your site after all. You definitely did not invest all of this time and money into a site that has the same or worse conversion rates as your last.
There are plenty of ways to define a successful site. For some, it may be exposing their articles to thousands of new visitors a month, for some it could be to make a handful of huge sales per quarter. Regardless, knowing how many people come to your site, how they interact, and if they convert are crucial to achieving those ideas of success.
Traffic, UX, and conversions are three big areas of improving your website, but are you curious to know the others? Click the button below to view our 7 levels of priority infographic.