Website Optimisation

What is Website Optimisation?

Your website is a key part of your business, often the ‘front of house’ and source of new leads. Because of this, it’s vital your audience find your site and have a good experience.

Website optimisation is the process of reviewing and tweaking all aspects of your site, from loading time to usability. In an age where we demand more, we no longer tolerate sites which do not perform. If it takes time to load, we can’t find what we are looking for or the site looks poor, we’re off! There are too many other sites offering the same information.

Optimisation goes down to a very granular level, for example the analysis of user clicks and bounce rate.

Working example

All of the ‘be found‘ activities you’ve been working on are generating a steady flow of traffic to your site, but for some reason the bounce rate is a little high and your conversion rate is dropping.

You review your site and notice that the new intro is taking a long time to load; you make some changes and the file size is reduced; this improves performance and reduces the bounce rate.

After analysing where your audience are clicking on your site, you see that the ‘call to action’ for viewing your new collection is not receiving many clicks; you move it above the page fold and this increases clicks dramatically.

How does website optimisation fit into Digital Marketing?

As previously mentioned, your website is a reflexion of your business and if it generates leads for you, its performance could be the difference between a sale or not. This makes website optimisation a key part of digital marketing. Time and money should be invested into all aspects of your site, you should be considering your menu structure, content above and below the fold, position of your call to actions, the list goes on.

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