Why are your website revenues not higher you ask? For many brands, it might not be a traffic issue, but rather a conversion problem. So many companies think you can create a website with a “set it and forget it” mentality, but that just isn’t true. If you want to make money via your website (who doesn’t right?) then you need to be listening and paying attention to how people navigate your site. Furthermore, you need to be prepared to take action when you see something that is clearly not working. This practice is referred to as conversion optimization, and you should be in the game.
We have talked about the need for Google Analytics and custom dashboards here on this blog and the next question should be, then what? If you are tracking behaviors like bounce rate, duration and page flow, then you will start to see areas that need fixing. There will be negative, actionable information like: Why do so many people go to this category page and leave right away? Why do they get to the cart and abandon so frequently? And conversely there will be positives such as: Why do people spend 3+ minutes on this page and why did this particular blog post garner so many views? If you start asking these questions and diving into the pages, you will find opportunities to remedy and/or double down on the good. You must be doing this on a monthly basis.
Imagery, copy, colors, positioning and clear calls to action, are just some of the things you need to consider as you mold your site to be a better engine for business. Having a partner to help you both strategize and implement the changes is very important. Most brands don’t have someone on staff to make the calls and even fewer have a solid webmaster relationship in place to make updates in a cost (financial and opportunity) efficient manner. As such, they often just don’t do anything, and that is a huge mistake.
Website revenue is a game changer for a business in any vertical, because the margins are typically higher AND you have a one-to-one relationship with the buyer. This should lead to increased frequency of purchases and a greater life time value from that user if you are doing things right. So the question isn’t why aren’t your revenues higher, the question should be – are you doing anything about it?