Success
of an online project directly depends on its ability to achieve its goals.
goals. To understand how well your web resource meets expectations,
it is necessary to regularly analyze the key parameters of the effectiveness of the site. In this article, we will analyze how to assess
performance and what steps to take to improve it.
Check
effectiveness of the site: where to start analyzing
Before we delve
metrics, it is important to determine the purpose for which the web resource was created. These could be
be:
●
increasing sales,
●
subscriber acquisition,
●
brand awareness,
●
increased traffic.
Without clear KPIs
(KPIs), the analysis will be meaningless. For example, if
the main objective is sales, the main criterion will be conversion. For
For an information portal, engagement and time spent by users on pages are more important.
users spend on the pages.
The next step is to collect
data. Use analytics tools such as Google Analytics or
Yandex.Metric to get an objective picture. Pay attention not only
the current numbers, but also look at the dynamics: compare figures over different periods.
Metrics
and indicators that measure the performance of the site
To comprehensively
to comprehensively evaluate performance, several groups of metrics need to be considered.
Behavioral
indicators (time on site, bounce rate, depth of browsing)
This data shows,
how visitors interact with content:
●Time on page– the longer the user
stays, the more interesting the material is to him.
●Failure rate– A high rate (more than
70%) may indicate irrelevant content or poor UX.
●Depth of view– number of pages visited
pages per visit.
Conversions and goal achievement
Conversion is
the percentage of users who completed a targeted action (purchase, registration,
application). For example, if out of 1000 visitors, 20 placed an order, the conversion rate
is 2%.
Channels to attract traffic
Analyze where
users are coming from:
●
organic search,
●
contextual advertising,
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social media,
●
referral links.
This will help you
allocate budget for promotion and optimize low-performing channels.
Traffic sources and devices
It’s important to consider
from which devices visitors come (PCs, smartphones, tablets) and which browsers they use.
they’re using. For example, if mobile traffic is growing, but the conversion rate on phones
is low, it’s worth refining the adaptive version.
Evaluating user engagement
Indicators
of engagement include:
●
number of repeat visits,
●
comments,
●
internal link clicks,
●
downloading files.
High engagement
indicates quality content and audience trust.
Download speed and UX
Even useful content
won’t retain the user if the page takes longer than 3 seconds to load. Check:
●
image optimization,
●
scripting,
●
caching.
Also affecting usability
navigation, text readability, and error-free text.
Promotion of the site in the top 10is impossible without constant monitoring of these parameters. Only in this way will you be able to
identify weaknesses and strengthen the strengths of the web resource.
How
improve the effectiveness of the site: step-by-step recommendations
After analyzing the key
indicators comes the optimization stage. Consider specific actions that
that will help improve the performance of the web resource.
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Improving the structure and
usability:
●
Logical navigation: simplify the user’s path to the target actions as much as possible, use clear categories and target
target actions, use clear categories and breadcrumbs.
breadcrumbs, place important elements in the golden triangle.
of viewing.
●
Adaptive design: check for correct display on all types of devices, optimize buttons and buttons.
types of devices, optimize buttons for touch.
●
Eliminate barriers: remove unnecessary fields in forms, add
visual cues for complex elements.
Work with content:
●
Updating materials: regularly update outdated information, update articles with fresh information and examples.
● Updating materials: regularly update outdated information and supplement articles with fresh data and examples.
●
Increase usefulness: add infographics and video explanations,
introduce interactive elements (calculators, tests).
●
Personalization: set up content filters for different segments of the audience, use dynamic blocks with rewards.
● Personalization: customize content filters for different audience segments, use dynamic blocks with relevant offers.
Optimize for SEO:
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Technical aspects: speed up downloads through media compression,
set up proper indexing of service pages.
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Semantics: expand semantic kernel based on the analysis of
queries, optimize meta tags without overspamming.
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Linkbuilding: develop a strategy to get quality backlinks, improve internal link building.
backlinks, improve internal linking.
● Increase conversions: optimize
landing pages, create separate landing pages for different product groups, test different call to action options.
different call to action options.
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Simplify processes: implement autocomplete forms, add alternative ways of communication (chat, call-to-action, call-to-action, etc.).
alternative methods of communication (chat, callbacks).
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Incentives for action: develop a system of urgent offers, implement a loyalty program.
loyalty program.
A/B
Testing:
●
Priority elements to test: headlines and subheadings, color
button color and text, price block placement.
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Methodology: test only one element at a time, draw a statistically significant sample, use specialized services (Google).
statistically significant sample, use specialized services (Google
Optimize, VWO).
●
Analyze results: take into account seasonal fluctuations, track
long-term effects.
What
What to do with the results of a site performance evaluation
Data systematization:
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Create a single dashboard with key metrics.
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Set up automated reports for regular monitoring.
Decision Making:
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Develop a prioritization matrix for change.
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Make a plan of experimentation for the next period.
Adjust the strategy:
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Reallocate budget between traffic channels.
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Make changes to the content plan.
Conclusions
Improving
Web resource performance is an ongoing process that requires a systematic
approach. Key principles:
1.Measurability– all changes must be
be based on data.
2.Iterativity– small permanent
improvements are more effective than infrequent large-scale edits.
3.Integrity– consider the interactions
of the different elements of the system.
Regular audits and
and consistent optimization will not only improve current performance, but also
but also create a sustainable basis for long-term growth. The key is not to
The key is to stay on track and keep testing new hypotheses.
