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Website assessment is the process of examining individual components of your webpage and how they align to best practices. Understanding how these factors measure against industry best practices can be a great predictor of KPIs, traffic, and performance patterns on your website. In addition, performing this type of assessment is critical to making informed decisions to improve your business.
This process is not unlike mining for gemstones and you need to dig into onpage elements, linkages between individual webpages, and your website console to find the best value. The deeper you mine, the more valuable each visitor experience. Without these efforts, user success depends on dumb luck. This is not a proven strategy that will keep your business afloat for long. Replicable success is a matter of understanding the hows and whys of user experiences with your platform. Only with this information in hand can you repeat winning scenarios and improve your system for increased traffic and conversions.
In addition, website assessments highlight critical regions for action such as repeat users and which features enjoy the most preeminent real estate of the page. For example, a heatmap of the likely clicks your visitors will take and their paths taken through your site can not only determine where to best capitalize marketing and appeal, but can also help to illuminate how neglected portions can be strengthened, as well as indicate a source of customer loyalty. In short, one of the best ways to enhance and polish the customer facing component of your website is to assess.
A website analytics will not only help you to craft the journey of an uninformed shopper to a dedicated customer, but which pathway is likely to deliver the best success rates. This information is crucial to determining if you will drive for more SEO-relevant content creation, spend more on PPC, turn up the dial on social media efforts, magnify a different channel, or mix all of the above.
Website assessment is a story, and it’s the story about how your marketing efforts can translate into results. It’s a complicated story and even professionals have some difficulty in interpreting and utilizing the data. Many marketers attempt to use basic knowledge of website analysis to get by, but only working with a dedicated SEO agency can leverage all of the information to achieve your business’s fullest potential.