Is Your Website Working?
If you answered “no” to any one of those questions, then your website is not communicating as effectively as possible, which means you’re losing sales. And just like how your sales team needs to work hard throughout the year to stay up-to-date, your website copy should be reviewed and refreshed at least two times per year.
Question 3: Is Your Website Hitting Your Target KPIs?
Now let’s dive into the KPIs and how to track them to evaluate your website performance over time. The tools we’ll need are:
- Google Analytics
- Phone Call Tracking
Google Analytics: If you haven’t done so already, I recommend installing Google Analytics to track website visits per marketing channel, webpage bounce rates and, most importantly, conversions. For the purposes of this article, we’ll focus on conversions, or “goals” in Google Analytics.
Goals are one of the best measurements of website’s performance because they track how many leads or sales the website generated. Plus, you can measure the conversion rates over time, so you know if our website is improving from a sales conversion rate perspective.
Phone Call Tracking: Google Analytics is great for tracking website visitor behavior, but if you also receive phone calls, then you’ll need to set up phone call tracking to measure the number of calls from your website. Once you set up call tracking, then you’ll be able to see how many calls came in from your website, and from which marketing channels (SEO, SEM, TV, radio, print ads, etc.). When you combine phone call data with website goal data, you’ll see a more complete picture of your website performance.
Question 4: Is Your Website Following Up Frequently and Effectively?
Part of excellent sales communication skills is the ability to follow up frequently and effectively. This shouldn’t be news to anyone. We all know how important it is to follow up with prospects in order to close the deal.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.