Launching a new website isn’t the end of the design process. It’s just the beginning! Much of your site’s performance success derives from early planning: developing SMART goals, benchmarking key stats, knowing your audience, mapping out site structure, and optimizing for mobile. Yet, it’s the fine-tuning after the website launches that separates the pack leaders from the masses. Make sure you’re avoiding these common web design mistakes marketing departments commit after revamping their websites.
Web Design Mistake #1: Thinking, “Analytics? What Analytics?”
Analytical tracking is the only way to know whether your website is working optimally or not. Maybe you were on the ball, tracking your website before the redesign. Be sure you added your web and marketing analytics tracking codes back in! This oversight happens more often than you think.
Important metrics include:
- Conversion rates and bounce rates. Are visitors finding what they need and buying?
- Click-through rates and page views. Are readers following calls to action and navigating logically?
- Average time spent on the site. Do people enjoy reading what you have to say?
- Referral source. Where is your traffic coming from? Social media? PPC ads? Organic search?
- Number of visitors. Is your traffic increasing month over month?
Forgetting this one little step will leave you with no comparison to see if your efforts have been worthwhile. At the outset, you’ll want to integrate with free tools such as Google Analytics and Google Search Console at the very least. Paid tools including Ahrefs, SEMrush, Google Analytics 360, Kissmetrics, Moz Pro, and Adobe Analytics can also