Surprisingly, many companies can’t answer these valuable questions. There is obviously some benefit to building a usable website. Billions of dollars are spent on marketing strategies geared toward web-based traffic. Yet, undervaluing what a properly built website can do is still occurring. Companies that take a second look at their websites and rebuild with usability in mind can see their conversion rates improve by as much as 80-plus percent.
The return on investment seen in a situation where usability was an issue with the old design is more obvious than other redesigns or rebuilds, which take into account a variety of factors to determine the return on investment. Companies should consider the performance measurements that must be calculated. Google Analytics can assist in this task.
Making it easier for users to find the company website is often the first step of many to increase the return on investment. This requires some search engine optimization. To build some performance improvements, think about enhancing the site with some call to action perks where users can download various items that give the site some value.
Make the site not only user friendly, but intuitive with navigation that flows easily. Is there anything on the site that makes users want to return? Give them something that will encourage them to look to the site for continued advice or entertainment. Post a series of intriguing videos or blog posts that invite the viewer or reader to return. Remember to always include that call to action as it’s more likely to get the individual to do what you want, and it adds more value to his or her experience.
Again, the performance measurements must be established to allow for an accurate return on investment as these changes take place. What effects are to be expected with the redesign? Be sure to track the overall growth of sales and be able to measure from where that growth is driven. What is the average page view per visit? Track the bounce rate to see how quickly users are bouncing to other sites.
In some real-life instances where a company took the right path to redesigning their website, conversions, such as users taking the time to fill out forms or download a document increased by more than 30 percent. The rate of inbound calls in some cases will double. Time spent on the site can increase by as much as 45 percent.
To come to a percentage return on investment, look at the sales revenue. Multiply the average sale by the number of new monthly visits. Subtract that total from the cost of the redesign. Divide that number by the cost of the redesign. Finally, multiply that number by 100 percent. You now have a solid number on which to base your business case.
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