Having a website that just looks nice isn’t enough to bring you the return on investment (ROI) you want. How your website performs is critical to achieving a profitable ROI. In this blog, we’ll look at how to optimise your website’s performance through several key activities.
Table of Contents
- Define your goals
- Identify your target market and target audience
- User experience and navigation
- Mobile responsiveness
- Search Engine Optimisation (SEO)
- Videos and photographs
1. Define your goals
Identify what you want to use your website for.
- Will it be a place where prospective customers can find information?
- Is it to boost sales?
- Are you looking to generate more leads?
- Is it merely to enhance brand awareness online?
Once you’ve established your goals, you can then start the process of developing the website, saving you unnecessary expense and time
At Qoboweb, we work with you to understand your exact requirements, content, look and feel, and goals. Research is then conducted to identify the best elements that could be incorporated into the website to differentiate it from the competition.
2. Identify your target market and target audience
“A target audience is a share of consumers that companies or businesses direct their marketing actions to drive awareness of their products or services.” [Neil Patel]
A target audience is not the same as a target market.
“A target market refers to a group of people with common characteristics and behaviours that business owners target in their marketing strategy. A target audience, on the other hand, is a subset of the larger target market and consists of a specific group of consumers within the larger group. The first step in finding the right audience to market your business is to identify your target market.” [Quickbooks]
Identifying your target market requires several activities, the most common being:
- Look at who your competitors are targeting
- Identify commonalities among your clients
- Gather demographic data about your customers (age, gender, educational background, profession, location, consumption habits)
Once you have deeper insights into your target market, you will then be better able to segment that market into target audience groups. Segmentation is usually achieved by way of:
- demographic information
- psychological factors (segmentation based on lifestyle, activities, opinions, etc),
- geographic location (segmentation based on where people live, climate, etc)
- customer behaviours (segmentation based on how someone interacts with your brand)
By determining your target audiences, you can create and serve content on your website that is specific to each group.
3. User experience and navigation
To fully understand the importance of website user experience, let’s look some 2021 stats:
- 53% of website visitors will leave if the site takes more than three seconds to load
- 52% of potential customers are driven away by a bad mobile experience
- 67% of mobile visitors are likely to make a purchase if they like the user experience the website offers
- 74% of visitors will return to a website if it’s mobile-friendly
- A seamless experience is what B2B visitors look for first
- 54% of marketers blame ad cluttering for poor UX
- 45% of companies don’t do any type of user experience testing
So, what does this mean for website development? Well, you want a site that’s usable, easy to navigate, with a clearly structured, logical menu architecture and compelling call-to-action buttons. It needs to contain the information that your target audience seeks, and quickly answer the questions they’re asking. It must also be mobile friendly and have responsive content.
Working on a stellar user experience increases the likelihood of visitors returning to your site and having them recommend it to others. As a result, ROI improves.
4. Mobile responsiveness
The way people access the internet has changed significantly, with web content being viewed from a range of mobile devices. This includes PC, mobile phone, tablet, or even a Smart TV to view web content. So, you need a website that works optimally on all those platforms.
Web developers like Qoboweb will conduct proper testing and validation to ensure every single page works properly, regardless of device, so that the website functions intuitively and delivers a seamless user experience.
5. Search Engine Optimisation (SEO)
“Search Engine Optimisation brings you the most precious traffic (also known as organic traffic), which is “free” — when a search engine shows your content to its users in the organic part of a SERP (Search Engine Results Page), you do not pay for the ranking. When the user clicks on the result and visits your site, you do not pay Google for a visit.” [Semrush]
For your content to be shown, you need to use an effective mix of keywords/search terms on your site. To do this, you must identify what your potential customers are looking for. And as Semrush says, “find the phrases that they use to search, and then create content that brings a clear, simple, and helpful solution to the problem that the user expressed.”
6. Videos and photographs
The best websites today make use of high-quality videos and photographs to convey their message to the viewer. This means avoiding generic content which most audiences don’t want to see. Instead, combine high resolution images, engaging video content, bold titles, and snappy short sentences to serve as a preface for something visitors to your site want to consume. Qoboweb for instance spends a considerable amount of time sourcing the best videos and images for you from your existing videos and images as well as other video and image databases.
Qoboweb’s team of creative developers can work with you to build a best in class, fully-functioning, high-performing, dynamic website that will transform your brand’s online presence. Contact us to learn more.