Measuring Up

What do you measure on your web site? Do you measure the number of hits? The number of unique visitors? The number of visits from search engines?
All of those might be useful to you. The key is to take in the big picture. It would be a shame to be ranked number 1 in the search engines for your key phrase and drive hundreds or thousands of visitors to your site but not get any business from it.
After all, aren’t we all in business to make money?
So when you measure, make sure that you measure throughout the funnel. How many calls or sales or submissions do you get through your web site? These are measurables that create direct contact with a potential customer. Once the web site has accomplished that, then it is up to you and your processes to close the deal.
So if you see that your web site traffic has doubled or tripled, or perhaps had a 20% increase, that should translate into an increased amount of direct contact measurables. If it hasn’t, it’s time to re-examine your site.
Now you will want to measure things like bounce rate and time on site to see what is and is not working. If your home page has a really high bounce rate, for example, then you need to look at what isn’t working on the home page. Is it difficult to navigate? Is it unclear what the next step is?
By evaluating what you’re measuring, you get the big picture and can make meaningful changes that will positively affect your bottom line.
During the cold war, the key US phrase was “Trust but Verify”. When it comes to your web site, the phrase should be “Measure but Evaluate”.