Quantifying the ROI through Website Performance Analysis

    ROI, Digital Marketing, Advertising, Analytics, Marketing, Google Analytics, Bounce Rate, Call to Action, Google, UX, UI

    The ultimate goal of all digital marketing initiatives is to determine the return on investment (ROI) by securing a profitable return from the website, paid ads, or other internet marketing campaigns initiated. The maximum possibilities of conversions lie in the traffic that comes to the website organically.

    The ability to easily define the KPIs to quantify and attribute the source of the return on investment is critical. ROI metrics not only vary based on the nature of the campaign and the business but also the KPIs. In digital marketing, conversions are the end goal and the most powerful way to measure ROI and website performance is the most important factor in driving marketing ROI today. Firms should do the basics of putting up and investing in website designing to ensure maximum ROI.

    Most online advertising strategies and campaigns share common objectives:

    • Increase brand awareness.
    • Capture interests and convert.
    • Retain customers.
    • Acquire new prospects.
    • Maximize revenue.
    • Efficient ad spends.

    Without a good user interface (UI) or a good user experience (UX) design, personalized experience, relevant content creative – it’s hard to convert even the high-quality leads. In today’s tech-driven environment, improving web design is the key to improving the online conversion rate.

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    Technically, companies only have 15 seconds to convert a prospective client or customer that comes to the website.  Therefore, understanding the best conversion practices and minimizing the bounce rate is essential for being successful. Below listed are a few pointers for capturing raw leads coming to the website and converting those users:

    • Clear Navigation – The fewer steps and clicks, the more likely the customer will be to stay on the site longer. Online navigation has a direct impact on the conversion rate and bounce rate. All brands should treat visitors with a clear path to navigate the site, pushing them further through the conversion funnel.
    • Prominent Call To Action – A prominent call to action (CTA) will guide visitors forward to the next stage of the funnel. However, where to locate the CTA requires some thought. Loyal customers are often looking for convenience. Identifying a consistent location for a clear call to action is important. Avoid having multiple CTAs around the same spot. Adding visual conflict and decision points for customers to leave a negative impact on the conversion rate.
    • Mobile-friendly – It’s essential to optimize the content and the website as a whole — shorter forms, a clear navigation path, a convenient checkout process, a prominent CTA, etc. In other words, simplifying your site’s UI/UX is the key.

    Along with investing in website development, firms should invest in tools like Google Analytics to analyze and improvise the website performance at regular intervals. Such tools show the analytical performance of the website is one of the best ways to leverage data to the firm’s advantage. Data analytics allows determining user engagement and the attributed sources of the conversions. All of this data needs to be measured in regular time intervals, which are most relevant to the business or firm.

    This data provides full transparency and clarity, enabling marketers to determine how and where to spend. Investing in developing a well-designed website is a pre-requisite to ensure that the ROI graph always turns positive. It is essential to conduct digital analytics to understand what’s working or what isn’t, to carefully adjust the marketing strategy and budget.