How to Determine the Effectiveness of Your Website

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Whether you redesigned your website this year, last year or ten years ago, it’s important to perform a website evaluation at the end of every quarter. I know it seems like a lot, but with the constant evolution of technology, trends and user-habits, it’s crucial that your website can withstand the test of change and time.

Here are a few questions that you should ask yourself when measuring your website's quarterly performance:

Is my site responsive?

Mobile Internet usage is exploding and with Google's recent Mobile Friendly Algorithm update, it's more important than ever that your website is mobile friendly. With hundreds of available devices, it’s important to consider where your users are accessing your website from.

Pull out your phone and go to your website. Can you find content easily? Can you access specific pages? Can you register for that important event? If you can’t, it might be time to consider making your website responsive.

Can my users access content easily?

Whether you’re accessing your website on a mobile device or desktop, finding information on your website should be simple and clear. Having multiple pages, with multiple avenues to access content can be extremely confusing for users.

Consider refreshing your information architecture or how your content is structured throughout your website. This will help users access your content more easily and engage more frequently. Check out iMarc's blog post on how NOT to be late delivering your website content.

Can I update content easily?

A content management system (CMS) is the heart of your website, allowing you to manage and update content for your staff, your users and your stakeholders on a regular basis. Are you finding that it’s becoming more and more difficult to update content? Is it taking you longer than usual? Are there things on the site that you want to change but you can’t?

Increasing administrative efficiencies will not only make your life easier but your user's experience easier overall. And with content marketing on the rise, it's even more important that you're able to update users about this valuable information.

Is my branding outdated?

With crystal clear screens and giant desktops, it’s important to consider what the look and feel of your website says about your brand. Look at your website again: does it look outdated? Are the colors not working as well as they used to? Is your logo something out of the 80’s?

A brand refresh isn’t meant to be done every year but it’s important to be aware of what your brand image is saying about you and how it looks to your users.

Is my site generating leads?

There are multiple ways to generate leads through your website. Contact forms, calls-to-action, webinars, resources, downloadable content are all great ways to entice users to engage with you and reach out. Take a look at your conversion rates quarter over quarter, year over year — is your site generating the same amount of qualified leads?

Your site is an interactive experience and should provide users with multiple ways to interact with your business and engage with your content. Measure your marketing efforts, track your leads — use your site as a tool to figure out what's working and what isn't. If you are seeing a decrease in qualified leads, it's time to start evaluating how your site can help.

Results?

So, how would you grade your website? Ask your colleagues to do the same; does everyone agree? Ask your customers; are they happy with their experience on your site?

Grade your website on a quarterly basis. Getting ahead of these types of problems will help your team budget time, resources and withstand the test of change.

Didn’t get an A? We’re here to help. Email us athello@imarc.net!