5. Track your performance and improve as you go
A website will continually evolve as your business grows. Track your performance from the start using your website reports to see what’s working and what’s underperforming. Then, adjust to improve the experience for users—and the results for you.
Integrating Google Analytics with your website can help you track activity to see which pages are getting the most traffic, and where people are clicking. A/B testing—where you compare 2 different versions against each other—will help you determine what elements of your website are working best, and enable you to be sure that your CTA motivates your visitors. “If you want to create CTAs that convert and contribute to a memorable web experience, you need to continuously test what works best,” says Jonathan.
One way to see how users are interacting with your website is a heat mapping tool like Hotjar, says Jonathan. Heat mapping provides a color-coded, graphic representation of where people’s eyes are naturally drawn to on the website. This can show you what areas of your website are getting the most attention, and can guide your future design improvement and iterations.
“Because it’s real-time traffic that’s being tracked, it’s well suited for both new and long-time running websites,” he notes. “And, the best part is that the presentation of heat maps is plain and simple to understand.”