Showcase or e-commerce site, the goal of a website is to attract prospects in order to turn them into customers. But for that, you not only need to be visible to both Internet users and search engines, but also to make your target want to stay on your website.
If the number of visits is at an all-time low and your bounce rate is constantly increasing, it is possible that your site is simply not performing well enough.
Here are 5 factors affecting your site's performance to inspect!
1. The loading speed of your online site
Web Performance, the speed at which your web pages load, is the number 1 factor affecting your site.
74% of Internet users leave a page that does not open within the first 5 seconds on a computer and 53% zap a site if it does not open after 3 seconds to go to a competing site. The user experience is reduced to nothing and your brand image is seriously affected.
All your marketing actions put in place will be useless with a slow site and your conversion rate may stagnate or even drop ...
Without forgetting the Google sanction, which classifies the speed of loading of the pages as one of the major criteria of your natural referencing.
There are tools to test and analyze your website, like Google Page Speed Insights, which will also give you a list of actions to take to improve your score.
2. The design of your website
Now that your prospect can access the content of your site quickly, it is offering them the best possible user experience, and it starts with a design and efficient ergonomics.
The aesthetic aspect and the functionality of the site will push the Internet user to take action. It is therefore important to adopt the codes of UX design to increase the performance of your site.
Here are some tips to optimize the customer journey:
- Design a simple and intuitive structure to make navigation pleasant: accessible menu, visible and explicit Call-To-Action (CTA), well-placed and identifiable links ...
- Opt for a sober, airy and relevant design that will draw the eye to the essential elements of your page.
- Use visuals to structure and energize your textual content.
- Stay true to your graphic charter to give a consistent visual identity to your site.
- Adopt a graphic style (colors, tone, fonts, etc.) that correlate with your target.
3. The interactivity of your site
Digitization dehumanizes exchanges between customers and sellers. If you want to see your site's performance skyrocket and generate more conversions, it is essential to connect you and the user.
You can set up several interactive tools such as
- A chatbot
- Online satisfaction surveys
- Using augmented reality (a virtual dressing room for example for an online clothing store for example)
- An online catalog
- An internal search engine
- A contact form
- Social media sharing buttons
4. Optimization of the website
Poor SEO optimization of your site is one of the major factors affecting the performance of your site. If it does not appear among the first search results, your future customers will not find you.
To feed Google algorithms, you must:
- Find the keywords that meet the search intentions of your audience and their lexical field (perform a semantic audit if necessary).
- Optimize the tree structure of your site (silos and thematic clusters ).
- Write quality, relevant, and informative content.
- Structure the content with the right tags and fill in the title tag and the meta description .
- Refine the internal networking and attract external links.
5. The right choice of marketing strategy
Finally, your business strategy will also define the future performance of your site. Attracting leads is not enough. You will also have to accompany them throughout the purchase tunnel .
There are many marketing techniques that will make you successful. Here are four:
The content marketing: nothing like a blog, videos or guides to provide relevant information to your visitors and encourage them to purchase.
The marketing automation:: it will allow you to automate your marketing campaigns based on user behavior. Software sends a more targeted and personalized email to your visitor when they perform a specific action.
The lead nurturing: it is to accompany your prospects in the conversion tunnel and thus to maintain a lasting relationship, the lead to the ambassador. The goal is to get better customer satisfaction and therefore generate more sales of your products or services.
The social media marketing: promoting a website inevitably passes through the social networks. Publish on the social media most suited to your activity: Facebook , Instagram, TikTok… The goal is to be present to attract as much traffic as possible to your site.
Our advice
Now that you have an overview of the factors affecting the performance of your site, all you have to do is put the actions in place. Call on one of our web editors to write all of your content!