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Tips for getting the best performance from your website

Patrick Power

Patrick Power

Posted on: 05/07/2018

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Over the the last few months, you may have seen the latest updates on mobile first indexing and SSL certificates. Here are a few simple tips for managing these updates and analysing your current website to help improve its performance.

Is our website mobile friendly?

Over the past few years, unsurprisingly, you will have noticed an increase in mobile traffic vs desktop. Users are less tolerant on mobile and so a non-responsive and poorly designed site will damage its performance.

With Google’s announcement that they are starting to rollout mobile first indexing, having a well-built mobile site is now a necessity. You can test yours here and let me know the results!

How is our website being used?

Getting regular insight into how your website is performing will gather valuable information. Ask questions such as ‘What is our bounce rate? What is our mobile vs desktop traffic? What pages are users visiting? How long are users spending on the site?’

Delving into your analytics can help create a user centric and well planned content hierarchy guiding users though their journey. Sometimes, internal politics between departments can distort the information architecture of the site, making the user journey more challenging.

Recently, I was with a client analysing their Google Analytics who were unaware their bounce rate on mobile. Through the ticketing journey this was over 50%, losing millions of visitors (thus millions of potential sales) due to a poor mobile experience.

How quick does our site load?

Googles Data shows 53% of visits on mobile abandon a website if it takes longer than three seconds to load. Take a test on Pingdom and see how your website performs. Longer loads from poorly optimised sites mean higher bounce rate and less time spent on the site.

Why does it say ‘not secure?’

Google sees websites without an SSL certificate as ‘not secure’. Migrating from HTTP to HTTPS helps protect data from hackers and spammers. Without an SSL certificate, your website visitors will receive a security warning message, which is likely to contribute to a higher bounce rate.

How to monitor new enquiries?

In certain cases, customer enquiries/potential leads are missed when form entries aren’t properly managed. It’s important to ensure enquiries are being directed to the most relevant contacts or a dedicated mailbox.

How important is to update your website?

Adding fresh content such as blog posts is great for a number of reasons. One, your website looks active and up-to-date to the user. Two, new content added to the site helps indexing more frequently. Three, it can be relevant content for your social channels to push traffic to the website.

In summary

A key theme I often see is these tasks can be neglected without a website guardian or team. It can be seen as the ‘unwanted extra’ job, which is understandable, as sometimes it can be outside an employee’s normal remit.

However, without that guardian your website could be damaging your brand, losing presence and leads amongst others.

About the author

Patrick manages the digital department at DS.Emotion and has extensive experience advising businesses on their digital marketing strategy.

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