Understanding and optimising your website performance
How is your site performing?
There are too many companies out there that create their site and move on. You wouldn't create a new company brochure and allow it to lapse out of date. You would run a sales campaign without some way of measuring it's success.
We work with our clients to measure the success of their site. We give them tools to see the results for themselves. We also advise when we think it's time for new information or a re design.
The Key Performance Indicator or KPI
Yes it's another acronym or buzzword but an important one. What key measurements to use is an important point, but much more important is how you use them.
As an example one of the more important KPIs is "page views per visit". It's a KPI we use regardless of the site goal because it’s what I refer to as a tripwire metric. Like a tripwire it gives you a warning when something is not right.
Understanding and setting up the tripwire (one example)
The way you should use this KPI is to first find out how many pages it takes to complete the desired action. In this example the desired action (a purchase) took a minimum of 7 pages. Then consider what a good browsing experience might be from your businesses point of view. In this case we worked out that if the visitor viewed 5-7 pages and then completed a purchase (another 7 pages) it would be a good visit from the businesses point of view. It means that the visitor finds out that more is on offer than simply the product they were looking for. Then we added another 7 pages on top of this to flag a too many pages warning. So we have a bottom limit of 7 pages, a happy medium of 14 pages and a top limit of 21 pages.
Summary
It’s easy to worry about the cost of a web analytics service or system. They can be expensive and with everything that most businesses have going on they aren’t easy to get the most from. What ATNET offers is your own "in house expert" looking at the systems to pin point the problems and recommend solutions. Not using web analytics is like throwing away money – a frustrating and expensive waste of time.
ATNET offer this service on a time used basis at our standard hourly rate or a monthly analysis or quarterly analysis fixed charge at £40 per month or £60 per quarter, minimum contract is 12 months. For this you will get a comprehensive web site analysis report in an easy to understand format with observations and recommendations and solutions from ATNET regarding all aspects of your visitor interactions.
