No matter how you work your website, there’s likely a lot of revenue left untapped every month. The trick is to figure out where to find it.
And that’s where data comes in. Lately, we’ve been going in and discovering more revenue for clients, and I want to talk about how we’ve been doing that. A lot of clients think this means getting more traffic, but if your site’s already underperforming, you’re leaving money on the table no matter how much traffic you create.
I was talking to one client who only looked at the data provided by their CMS. They never knew what they were missing out on because they never saw the data available on Google Analytics. You’re going to see things in Analytics like the transactional info for revenue. One item that is typically overlooked is mobile.
Mobile doesn’t usually convert as well as desktop, but there are exceptions to the rule, and I’ve found a good one. It can theoretically increase the revenue by 50%. What? Yes! One site I looked at, it’s aimed at men. We find that sites aimed toward that demographic have a larger slice of the mobile pie, for a number of reasons. And the sites that are keeping them are those with better user experience.
This specific type of user wants to get in and out as quickly as possible, and the successful sites are catering to these needs. By paying attention to what the customer wants, these sites are increasing their revenue by huge amounts. Want this product? Here it is! Bye! Transaction complete. It’s a far cry from the way websites used to be, but it’s working.
This article originally published on stewartmedia.com.au.
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