A website can be a costly investment for any business owner which can often times drive them to go with an agency that offers the lowest price.
Unfortunately many businesses don’t realize the old adage “you get what you pay for” applies when choosing which web designer or agency they choose to develop their website.
But a website is a website right? WRONG!
There is typically a huge drop off in quality & online success in proportion the cost of a website.
Quality web design & development requires hours if work, so if you’re purchasing a website that costs hundreds of dollars rather than thousands, you have to question the time and effort spent on the project.
Sadly, companies who buy cheap websites have no idea they will likely see no return on their investment. To add insult to injury, their competitors are gaining market share as a result.
Poorly made websites typically skip over crucial factors including:
- Creating a unique design consistent with a companies brand
- Competitive analysis to see how they can gain an advantage
- Search Engine Optimization to improve website ranking
- Creating a positive user experience that is likely to convert visitors to customers
- Setting up Google Analytics and conversion tracking
- and much more!
How to track your websites success
A website conversion is a metric when a visitor performs a desired action on a website. This can include purchasing a product or filling out a form.
Most website owners are often concerned with website traffic however it’s more important to observe website conversions or Goal Completions to properly assess a websites Return On Investment (ROI) and success.
This can be easily setup in Google Analytics in the Goals settings where the success URL of pages such as ‘Thank You’ or ‘Checkout Success’ pages can be specified. These are the pages visited after a successful action has taken place on a website such as a generated lead or sale.
Website goals can be setup by:
- Clicking on the Admin/gear symbol on the bottom left
- Select Goals from the third or ‘View’ settings column
- Filling out the form to configure your websites goals
Another important metric to examine is the Goal Conversion Rate. This measures the total conversions divided by the number of sessions (unique visitors).
If you’re setting up conversion tracking for WooCommerce check out our blog on How to Setup Google Analytics Tracking in WooCommerce.
Example: If a website received 100 visitors and only 2 of them completed a purchase, then your conversion rate is 2%.
NexToronto Case Study:
We recently revamped a website in June 2019 for a client. It’s important to note that traffic did not substantially increase as marketing budgets remained the same since.
Below is a monthly overview of traffic, conversions and average conversion rate.
*New Website Launched This Month
Of course one might argue that this could be a seasonal business which would explain the spikes however the average conversion rate for the same 8 months last year was 2.19%.
Since the new website launched the average conversion rate is currently 4.96%. That’s right, OVER TWICE the conversions!
In this clients scenario, the ROI came only weeks after launch. However rare this may be it proves that hiring the right web development to build a quality website can yield results and further help your business grow.
Don’t fall into the trap of buying cheap websites. You’ll just end up wasting money, lose market share/clients to your competitors and not get results.
It’s important to work with a web designer or web design company who is willing to get to know your company and spend the necessary time to build a quality website rather than just throwing up a cookie-cutter website.