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Establishing Website Performance Baseline or BenchmarkWhy is it important to establish a website performance baseline or benchmark? We recently gave a seminar entitled"Internet Marketing for Industrial Companies." During the seminar, we asked the audience how many were planning to revise their website. Of the 120 attendees, 47 rose their hand. When we asked who knew how their current website was performing and what aspect website performance they wanted to improve, not a single person could answer. Revising or creating a website is both a time consuming and expensive proposition. While the need for some change is obvious, modifying your website will impact how your site performs. Search engine ranking, number of visitors, time on site, number of pages viewed per visit and of course conversion rates (% of visitors checking out of reaching your contact us page, time on site, pages viewed) will all change when you modify your website. Before beginning a website redesign project, take the time to understand how your current website is performing. The benchmarking process involves the use of web analytics to fully understand what is good and what is bad about the way your website is performing today. With this knowledge you'll be in a better position to plan targeted website performance improvement projects, i.e. website revisions, and judge the effectiveness of changes you make to your website. To effectively assess the success of a website redesign project, and more importantly the return on your internet marketing investment, we advise customers to establish a website performance baseline or benchmark prior to making changes. To learn more about a website performance baseline, please contact us or call 315.732.9281. |
