0:30 – Answering “What’s the point?” when talking about your website
0:56 – 2 ways of knowing your visitors’ activities and behavior when they visit your site
Hi There! Nick Bielawski here for HVACbusinessgrowth.com.
I wanted to do this video for you today because I’m seeing a bit of an alarming trend. In my business—I build websites for heating and cooling businesses—I see some pretty terrible things when I go around and do some website reviews. I see a lot of gimmicky apps and games and those sorts of things on people’s websites. When I see this, I usually ask myself “What’s the point?”
With your website, I want you to ask yourself what’s the point? If you have any games, calendars or anything gimmicky on your website that you think is taking away the attention from the core message of what you’re trying to do, sell or deliver, then remove it; take it down.
The big key take away from this video today is to simplify what you’re doing. I want you to look at 2 things.
Firstly, if you can afford, I want you to spend some money on getting some heat map tracking or conversion tracking on your website.
A tool like Crazy Egg is absolutely fantastic. What you need to do is install the code in your website and it tracks what people do when they visit your website. You’ll see in your navigation menu what people are clicking on. You’ll see if they’re clicking on videos or any pictures that are on your website. You’re going to get some fantastic information and what you can do is make some decisions about your website and its effectiveness according to what you find on this heat map tracking.
If you don’t go down the heat map tracking path, just ask yourself if this is really needed on your website. Is it distracting people from seeing your core message or what you’re trying to do? If you look at the biggest websites in the world, they’re very simple. Head on over to their main Facebook page or go to Apple or Google’s website; you’ll see some really simple websites and they’re really clear with what they want you to do.
Finally, I want you to check your Google Analytics. One of the things that I want you to check is the bounce rate. The bounce rate tells you what happens when people come to your site. A 100% bounce rate on your site means people visit your site and leave straight away without going to another page.
You also need to check whether people are spending up to 2 minutes or longer on your website. If people are spending less than 30 seconds it means that they arrive to your website, not like what they see, they don’t find relevant information and so they leave straight away. So we need to try and get the time on your website –up to around 2 minutes or more and get the bounce rate down below 50%. That means, as long as you’re making sales, people are having a good experience when they’re on your site and they actually take the time to watch your videos, read the content and make a decision from there.
I’m Nick Bielawski for hvacbusinessgrowth.com and I’ll see you next week!