1 minute read
Website Matters
MEL MYERS Jetpack Web Design
One trick with websites is that it is hard to know if your website is performing as well as it could or should be. You can see how many visitors are on your site but how many customers should be enquiring or buying?
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Following are realistic metrics for small to medium Australian websites. Naturally, data will vary based on the industry and the quality of your traffic.
Lead Generation for ‘Regular’ Websites Most websites are designed to generate an enquiry by phone, an online form, or email.
For relevant traffic expect a visitor enquiry rate between five per cent and 15 per cent. Relevant traffic often comes from sources such as Google where someone is searching specifically for your product or service.
For more generic traffic, enquiry rates can often drop to as low as one per cent or two per cent and
still be acceptable. This may include traffic from avenues such as Facebook where the visitor isn’t necessarily looking for your product or service.
Online Shopping We measure conversion rates as the number of sessions on your online store against the number of transactions placed. A single session is when someone visits your website, regardless of whether they visit one or 10 pages.
For example, there are 100 sessions on your store and there are five transactions. So your conversion rate is five per cent. Most stores should expect a conversion rate from one per cent to two per cent. If your conversion rate falls below one per cent then it should be looked into. If it is below this then there’s likely something wrong!
How does your website measure up?
ABOUT THE AUTHOR Mel has been running successful online businesses for 18 years and has written numerous websites and online applications including manufacturing facilities, accounting systems, shopping carts, and even a search engine. Mel is the owner of Jetpack which specialises in creating amazing websites.
