Your website is often the first impression a visitor has of your company, so it’s vital to have a website design that meets their needs and, eventually, gets them to convert and become loyal customers. With such an important role, it’s important to gage the success of your website design. Via Google Analytics, you can see how well your website design is functioning from a visitor’s standpoint. Allow us to explain four user engagement metrics that reflect your website design:
1. Return Visits
It’s rare for an internet browser to convert the first time he visits your website. Normally, a website visitor will see and interact with your brand many times before converting; it’s part of the buyer’s journey. Via Google Analytics, you can see how many returning visitors your site has. When an individual revisits your site, it’s safe to assume that he finds your content interesting or wants to continue his research into your product/service. A poorly designed website can severely impact a website visitor’s desire to return to your site and convert.
2. Conversions
A conversion is any action that you desire your website visitor to make. It takes the visitor/company relationship to the next level because now you are receiving something, as well. Your website design plays an important role in high conversion rates. Without an aesthetically pleasing design or streamlined navigation, your website visitor will exit out of your site within seconds. But, if your website is designed with your visitor’s satisfaction at the forefront, it can act as a cornerstone for conversions.
3. Bounce Rate
A bounce rate refers to the amount of people who enter a website, stay on the landing page, and do not explore other pages. Obviously, this is a bad thing, so you do not want your bounce rate to be high. You want a low bounce rate which means your visitors enjoy your website enough to explore its pages and stay on the site. In no particular order, here are 8 common factors that contribute to high bounce rates:
- Block content
- Cluttered design
- Content errors
- Intrusive advertisements
- Little or no calls-to-action
- Low-quality landing pages
- Not responsive of mobile friendly
- Slow load times
If your website has one or a handful of the elements listed above, it is working against you. That must change in order to have the biggest opportunity for conversions, profit, and returning customers.
4. Engagement Rate
Engagement rate refers to the interaction between your website and visitor. Understandably, you want your engagement rate to be high, showing that your content intrigues and prompts your visitor to act. An engaged visitor will do one or more of the following:
- Convert
- Explore your site
- Stay on your site for more than 10 seconds
Engagement rate is determined by total engagement / total visitors x 100. Just like bounce rate, if your website design is poorly built, visitors will not want to engage with your site.
Reach Out to M&R Marketing with Your Questions about Website Design
These are only four of many Google Analytic metrics you can measure to determine if your website design is helping – or hurting – your company’s success. When our team approaches a website design build, your goals are at the forefront of our minds. Your website design will satisfy both your company’s needs and the wants of your customers. Call us today with your questions: 478-621-4491
Stay tuned for part four of our user engagement blog series:
- Part 1 – The Inside Scoop on User Experience & Your Business Website
- Part 2 – How Your Website Design Acts as the Foundation for Your User Engagement Strategy
- Part 3 – 4 User Engagement Metrics That Reflect Your Website Design
- Part 4 – Why Your Website Design Must Account for User Experience & User Interface