3 Obvious Reasons You Need a New Web Site
Most business owners order a new web site because they get tired of the look, think it’s outdated or feel embarrassed when they see a competitor with a superior look and feel. So, yes, wanting a new web site is an emotional decision. At Dog Star Media, we understand that, but there are other more practical reasons why you should refresh your...
Most business owners order a new web site because they get tired of the look, think it’s outdated or feel embarrassed when they see a competitor with a superior look and feel. So, yes, wanting a new web site is an emotional decision. At Dog Star Media, we understand that, but there are other more practical reasons why you should refresh your web site. And, as usual, if it comes from us, metrics are driving the thinking.
So, here are three obvious reasons you need a new web site:
1) Your Bounce Rate is high and/or growing
When reviewing site effectiveness, bounce rate is one of the first metrics on Google Analytics I survey. Why? Because a bounce is bad. It means site visitors are looking at your home page and bouncing right off. In other words, you are not what they want. You have failed to make a good first impression. The minimum acceptable bounce rate is 50% and I give that a D+. We prefer to see client bounce rates at 35% or less. So, a high bounce rate tells us your site is not appealing.
2) Your Incoming Calls are down/falling
If you are not tracking your incoming calls with a tracking number, you are in the dark anyway. Turn the light on! (We can help if you need one) A tracking number gives you a lot of data about calls being generated from a unique source. In this case, long-term tracking of calls from your web site would give you an early warning on a drop in call conversions from the site. This is the cousin of bounce rate. A drop-off in calls generated is often an early warning that the site needs a refresher since fewer people are responding.
3) Your mobile metrics are bad compared to desktop users
Analytics breaks down your traffic by channel and also separates mobile users from standard users. This allows you to evaluate the mobile experience you are offering. If you see a higher bounce rate, if you see a lower conversion rate on calls (yes, we recommend a separate tracking number on your mobile presentation for just this reason) or if you see any major aberration in statistics exclusively on the mobile site, it is time for change. First off, if you don’t have a responsive site by now, you should consider a redesign just to get on the most recommended platform. (Responsive sites adjust to the browser size, thus making separate mobile sites obsolete). Second, if you have a responsive site and your mobiles stats are still off, you need to redesign how your content is displayed. Either way, it falls back to redesign
Of course, nobody wants to think they need a new web site. But, you have to think about your purpose. Your web site should be converting people into sales calls. If people bounce, if calls are down or if you are not making a good presentation where they are seeing you, your site is hurting you. Don’t let your site hurt you! If you are ready for a new web site, please email me at firstname.lastname@example.org. We can help.