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Evaluating your site's effectiveness is one of the most important aspects of web design. That simply means, your web design efforts just does not end with your initial design..
This article discusses at length how to constantly evaluate your site's web design and make the necessary changes on a continuous basis.
How to Evaluate Your Site’s Effectiveness
by Kevin Bidwel
You’ve got your site up. You’re collecting email addresses from
your visitors, presenting your product, collecting money.
Are you doing as well as you could? How can you know?
Here’s how you can evaluate your site’s effectiveness:
1. Look at the total unique visitors to your site for a given period.
Some web stats programs (usually provided by your web hosting company) just show you “visits.” Visits are not the same as “unique visitors.” One person may visit your site many times—especially if they are interested in your product or service.
You want to know how many unique visitors your site has had for the last week or month. That figure then let’s you calculate how many of those people subscribe, buy, etc.
If you don’t have stats for unique visitors available to you, you can pick up a free counter from http://www.SiteMeter.com. It will show you how many individuals visited your site over a specific period.
2. Look at what pages those people viewed.
This is often referred to as the “visitor path.”
Depending on how your site is set up, you may have many pages where people “enter” your site. You could have people visiting to read an article, download a free eBook or a million other things. Often these people never see a sales page.
You want to know how many unique people actually viewed your offer to subscribe or your sales page. That will allow you to accurately judge whether you’re sales page is doing a good job of converting visitors into buyers.
3. Look at how many subscribers you are grabbing from visitors.
To make a good profit you want to grab as many email addresses from your visitors as possible. Depending on how they come to your site, you want to convert as much as 50% of your unique visitors into subscribers.
By comparing the new subscribers you gain versus the unique visitors, you come up with that ratio.
4. Look at how well your sales page converts visitors into buyers.
By comparing the unique visitors to your sales page against the actual number of sales, you get a closing ratio. While you will hear the “golden” ratio of 1 sale for 100 visitors quoted often, the actual sales ratio for your site may be higher or lower depending on many factors.
5. Calculate the Cost of Key Outcomes.
By looking at the numbers above you can calculate:
Total Income – Just total the gross income from the sales you made
Income per Unique Visitor – Take the total income and divide it by unique visitors
Income per Subscriber – Take the total income and divide it by the new subscribers
Income per Unique Prospect – Take the total income and divide it by the number of unique visitors to your sales page
Once you have these figures you can easily find whether an ad is a good buy or a bad one, how much to pay affiliates for making sales, how much to re-invest in lead generation.
Hope this article on web design has given you inputs on how to use quizzes and game in your web design. But be sure that these two can fire up your web design if you use it sensibly.
Copyright 2006 by Kevin Bidwell
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