How website updates and monitoring protect your ROI
The importance of website ROI for B2B businesses can’t be overstated. Measuring ROI helps you track performance, justify marketing spend and optimise your strategy. But how do website updates and monitoring protect your ROI? That’s the topic of today’s blog piece.
What is website ROI?
Your ROI is the balance of your financial gains versus the costs of development, maintenance and marketing of your website. It’s an important KPI in evaluating the business impact of any development you do and can also help you identify areas of underperformance to enhance conversions and boost returns further.
How to track your website’s ROI
First, you want to calculate your total website cost. This will include development, design, hosting and maintenance. Then, align your measurement and goals with your business priorities for conversions or sales. Next, monitor your key metrics like traffic, bounce rates, page speed and SEO rankings; tracking your lead generation funnel through to conversion rates. Evaluate your long-term profitability from individual customers so you can market your website to the most profitable segments and adjust your ROI for ongoing updates, regulations and industry shifts. Once you have all the tracking in place and your website is performing well, this is where monitoring comes in. Think of your website stats as the canary in the coal mine. If any of the numbers start trending down, plan updates and further development to protect that ROI.
Tools to track and enhance website ROI
We use a tonne of tools here at Wirebox. These might include Google Analytics or Adobe Analytics for tracking user behaviour and conversions. There are often CRM integrations with Hubspot or Salesforce to link sales with your website stats for more comprehensive ROI tracking and decision-making or website plugins for SEO, speed & mobile optimisation like Yoast or Jetpack. From your side, you’ll want to make sure you’re publishing engaging content around audience intent and creating high-value resources with easy-to-follow CTAs.
As we said earlier, you’ll want to look at your trends to see where the contraction and growth lie. But don’t ignore the value of updates & monitoring to protect your ROI while helping you innovate for the future. Based on the numbers you’re seeing, what does your audience want more of? How can you include that in your next update?
Website mistakes to avoid
Lastly, you want to avoid some core mistakes. Make sure your user experience is intuitive with easy navigation, clear CTAs and engaging design. (Don’t have a lot of steps required before placing their order or getting in touch.) Refine your copy, sell to your buyer’s pain points and make sure that even your SEO-optimised content is written for humans first. That will increase your chances of retaining users that come to your website. It’s one of the core ways your website drives ROI. Lastly, don’t let your website stagnate. Constantly upload fresh content, ensure it’s always patched and remove any old code you don’t need.
Not sure how to do that? Reach out today. And if you need database development support in addition to your website maintenance, have a look at our FREE comprehensive database guide for guidance.
