Let’s assume you have a website and you paid for advertising on it, but no one is calling or writing to you. You’re wondering why this is happening, if there are any problems with your offer, prices, or perhaps the SEO/SEM agency isn’t doing their job properly and, using colloquial language, “isn’t bringing” the expected results that for a business should always be leads – directing potential customers to your website whose goal is to fill out a contact form or pick up the phone.
How can you start by systematically excluding individual elements of the puzzle to find out why the phone isn’t ringing?
One of the first things you should do, and as soon as possible, is to launch analytics for your website. The natural first choice is to install Google Analytics – it’s a free service, you can do it yourself if you have a website on platforms like WordPress, but in other cases the situation may be slightly more complicated; this article isn’t about how to install Google Analytics code on a website, but rather what will allow you to check immediately if everything is okay with your website.
I don’t really understand why no one talks about this because such tools have been available on the market for a very long time. In the Internet there are countless websites with serious problems with so-called User Experience – user experience.
What do I mean by that? It’s generally about ergonomics of use. You certainly won’t be opening some website for the first time without noticing that its operation is somewhat lacking, to put it mildly. You’ve probably encountered a situation more than once where you couldn’t read the content you were interested in because it was hidden behind some element of the website’s construction. And surely you’ve also come across websites on which the content you were interested in wasn’t readable at all.
Unfortunately, web designers aren’t always diligent about their work. Sometimes we ourselves, blinded by the lowest price, make hasty decisions about who to hire for our website without asking what they’re doing differently and why their prices are lower than the competition’s.
Unfortunately, this often has disastrous consequences.
Why? Because in order to attract customers from the Internet we have to spend some money. And just like with advertising, these costs need to be incurred regularly if business is to operate.
So think about it now – you saved 1000 zł on building a website (a one-time payment) and are paying 1000-1500 zł per month for its advertising. Let’s assume that due to the fact that your website isn’t responsive, i.e. doesn’t scale properly on smaller screens, you lose 60-70% of potential customers.
I don’t know how much you charge for your services, but let’s just say it for the sake of this example. Let’s say that for 1000 zł per month an SEO/SEM agency brings you 500 people who visit your website because they’re interested in your services, and unfortunately, 350 of these people leave your website immediately after opening it. Only 250 remain.
Let’s assume a conversion rate of 10%. You’ve lost 35 customers that month.
Let’s say each customer generates profit of 500 zł for you. That means you lost 17,500 zł in one month!
Was it worth it?
I’m talking about savings of 1000 zł on building your website vs losing potential monthly profits of 17,500 zł? Those are short-sighted and illusory savings – believe me, they’re just not worth it. Spending less on a specialist for creating a website is sooner or later going to cost you.
What am I getting at? If you’re not sure about the quality of your website created by agency X, you should launch any advertising campaign, which you can also use to set up some analytical tool that will “record” the screen of people visiting your website and – it won’t be spying on their computer or phone, but rather just recording what they see while viewing only your website.
This tool will allow you to see if users have had any problems with receiving information from your website.
