Your Website & Your ROI
Is your website providing you with a positive ROI (Return on Investment)?
Your company website is the most important tool you have for your online marketing. It’s the shop window to the products and services you hope to convert into sales. It’s also the most important way of telling your customers the type of business and brand you are.
So when it comes to having your website designed, it’s essential that it’s designed with this in mind. Without an attractive and user-friendly website it’s unlikely you’ll have any customers coming in for a browse.
With this in mind, there is not much chance of your website delivering a ROI.
Search Engine Traffic & Analytics
One of the key aspects of getting a decent ROI is to focus on your customers and your target audience. By delivering fresh content you can draw in new visitors to your site and increase traffic.
It’s important to make good use of analytical data. By using tools such as Google Analytics you can monitor how users interact with your content and where those users are leaving your site. This is referred to as a high ‘bounce rate‘. A bounce rate is the percentage of new visitors to your site and leave without browsing any further than the first page they arrive at. If you notice that users are leaving your site after just a few seconds you may need to consider revising your content or site design.
A high bounce rate may indicate that users are leaving too soon. This could be because your content is not providing what they’re after or that the UI (user interface) is confusing. An engaging site which is rich in fresh and relevant content can be the difference when it comes to getting an enquiry, and in turn getting a sale.
This is why it’s so important to focus on your customers during the design process and finding solutions which deliver content in a truly accessible way.
Making good use of your news or blog pages is another way to deliver new content to users. If you offer insights and relevant industry news, what you’re doing is adding value to your website. Users will appreciate great content and customers will too. It builds trust and shows that you’re experts at what you do.
Be sure to share your content via social media too. This will help increase traffic to your website and improve the chances of getting referrals and higher conversion rates.
Website Design Costs Versus ROI
Website pricing can vary quite a lot. Simple one-page websites can be as low as £500 where high end commercial websites can cost in the regions of tens of thousands of pounds.
An important factor when looking for a ROI from your website is setting a budget around what you hope to see in return.
So for example. If you sell a product which costs £10 and you spend £1000 on your new website, effectively you will need to sell one hundred products via your site in order to recoup what you invested. Exploring this scenario further, if your website sells three products on average each month (3 x £10 = £30 x 12 months = £360) it will take you just under three years to see a return of investment.
This process is fairly simple when you have an E-commerce website. So how do you measure your ROI for a non E-commerce site? Conversion rate is the answer.
If your website has a high conversion rate then you will see enquiries via the site turn into sales or new clients. If you invested the cost of what one client project would bring in to your business and your website brings you just one new client, then you have your ROI. The goal is to break even and be profitable. Working out early on the value of a new client versus the cost of a new website is crucial.
So depending on your long and short term financial strategy, it’s important to set targets and find design solutions which will help increase sales.
It’s worth keeping in mind that websites do not update themselves. You may need to hire a web developer or web designer to keep your site fresh. You may also need to hire them to ensure that software updates are made and that maintenance is kept on top of. This will come at a cost to your business.
One way to avoid these ongoing costs is discuss these requirements with your web designers at the beginning of the project. We regularly provide our clients with content management systems (CMS) which are intuitive and easy to use. This allows our clients to make quick and easy updates which take little to no time at all.
If you have been provided with a poor online system then ultimately this will mean you’re having to spend long periods of time making updates to your site and as we all know – time is money.
So it’s worth considering how this time will cost you as a business. With a good CMS you improve the chances of getting a good ROI from your website.
Many businesses thrive on a good database of clients as well as potential clients. In fact some of these databases will exchange hands for quite a lot of money.
Because ROI isn’t always measured by direct financial growth, it’s important to remember that your website can be one of the key ways to build a database of new and potential customers. With the correct tools in place, your website can provide invaluable insights to the demographics of your users. This will help shape your future marketing campaigns, such as email campaigns and online digital promotions.
So once again, if your website can provide data which helps develop a marketing campaign and you win a new client through the campaign then this is a positive return on investment.
We have discussed the value of a good user experience many times before so you’ll have to excuse us if we bang on about it once again!
A great user experience is one of the deciding factors when it comes to a positive return on investment. It may seem a simple thing, but web designers who truly understand UX (user experience) and the UI (user interface) can be the deciding factor in getting back what you invest into your web design.
The simple elements we’re talking about are graphical elements such as call to action buttons, a clear and easy to use navigation and engaging ways to deliver content. For example, if your responsive website lacks any call to action buttons then you’re not inviting users to reach out to you. Remember, if there is no door then how can your customers get in.
Content Will Forever Be King
A well designed website is not the only factor which contributes to a ROI. The most critical factor is your content. Great design and great content creates the prefect hybrid. One cannot exist without the other. If you invest solely into the design of your website and ignore your content then the site will fail to truly deliver.
“Content precedes design. Design in the absence of content is not design, it’s decoration” – Jeffrey Zeldman
Investing in a copywriter who can write for the web is worth equally as much as what you invest into the development of your site. We’re fortunate to have as part of our team a copywriter in Angie who is experienced in writing for the web. Her capacity to adapt to various industry types has allowed our design service to be complimented by great copy.
It’s never a case of designing a site and then trying to plug in the content. Content should always dictate the design of a site, not the other way around.
Hopefully this article has given you some food for thought. The process of designing and developing websites is not always one where the focus is on how the site looks. Functionality, usability and content are contributing factors and they should be considered from the very start of a project. This way you can explore how these factors will go towards ways to make your website deliver a ROI.
If you would like to discuss ways in which we can help your existing website deliver a ROI or if you’re looking to explore a possible redesign feel free to get in touch here or call us on Milton Keynes – 01908 967359.