I read a lot of boring website pages, usually full of measurements and features. These are fine for someone who already want’s the thing being described, but most visitors aren’t at that point yet – they’re still in browsing mode.
First off before we look at how to improve a page ...
- How do you know that the new copy has improved a website page’s performance ?
- What’s a KPI ( key performance indicator ) that can be used ?
How to measure website page performance.
A couple of good KPIs to watch are …
- the average time spent by a visitor on the page and
- the percentage who exist the website from that page.
It’s very easy to get figures for these if you use Google’s Page Analytics Plugin for Chrome ( free from the Chrome web store ).
After you’ve installed it and turned it on you get a bar of statistics above your website pages that looks like this …
On this site of ours the Average time on page is 34 seconds, so we know that people are spending time reading and having a look.
The % Exit is 34.45%. This means that the other 65.25% are interested enough after reading that page to move onto another page, rather than leaving the website.
Of course you can also use session recording and heat-map tracking to get better intel on what people are doing on the page.
( You can learn more about these sort of thing in the Marketing102 course. )
Remember to record the figures from before you make the changes, to compare with after. And compare equal time periods !
So here’s a checklist you can run down to make sure you’ve got some vital points covered. It can be used for a product description, a page describing your service or even an about us page.
Do an even better job on the page and get a copy of the PDF below by clicking the image …