Website Performance Guidelines
First, an apology - last month's newsletter suffered a software
glitch that made it unreadable. Please see now, what I tried to
say then, by clicking on the link below:
http://www.web4marketing.co.uk/news_march_2006.htm
Last month, I was pointing out the need for testing rather than just
assuming you know how your visitors react.
When you have your test results, though, how do you know how to judge
them? A website may well generate sales or leads; but how do you
know when to be satisfied with that performance?
Last month I analysed the web statistics data for a group of my
clients. As a result I would suggest the following guidelines:
- A website that fails to convert at least 1% of visits into a
lead or an order requires immediate redesign.
- A conversion rate of 10% of visits is very good - to the extent
that redesign has a high risk of harming performance.
- A properly-run Google Cost per Click campaign should result in
higher conversion rates than the total web traffic.
- Free White Papers for download seem a very effective tool for
generating B2B enquiries.
- The more you spend on promoting your site, the more
important it is to ensure the conversion rates are maximised.
Regards
Stephen Orr
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