Two weeks ago, BrightFunnel launched a brand new website—and we did it in 4 weeks. For all of you marketers out there who have gone through a website relaunch, you know how challenging this project can be. You must think through messaging, branding, look and feel, product pages, customer stories, content, and more!
However, one item that sometimes takes the back burner is measurement—making sure that you put different levers in place so that all your website interactions can be measured. Bottom line—your website is the first impression of your brand and not only do you want to ensure that you send your visitors down the right path, but you also want to make sure that you know exactly where they go and what they do. And you can only determine these key insights through measurement.
As we designed our new website, here were our top 5 things we kept in mind to make sure our website was measureable.
1. Make Sure You Are Tracking the Data on Your Website
Before you can even measure anything on your website you need to make sure you are actually collecting the right type of data. There are many things you can track on your website, such as website traffic, referral sources, time-on-page, scrolling activity, bounce history, referring pages, and so on. In order to track these metrics you need to ensure that you have the right type of tracking in place.
For BrightFunnel, we use a couple of pieces of technology for tracking purposes. We use our own platform to track key metrics such as referring sources and anonymous touch analytics. Through our own web pixel we can see how people get to our website (whether through organic search, direct traffic, ads, etc) and we can also see web activity history before someone becomes known in our system. We also use Google Analytics to look at key metrics like time on page, bounce history, and overall website traffic. And finally, we use Marketo forms for direct conversions from our demo CTA and content assets.
2. Make Sure Your Core CTA’s Are Front and Center
The second key component when creating a website that converts is ensuring that your calls-to-actions (CTAs) are front and center where your website visitor can see them. Especially on your homepage, make sure that there is only one CTA above the fold and that the desired action is clear and concise. You might want to play around with color palate to make sure that your CTA catches your website visitor’s eye immediately.
For BrightFunnel, our most important CTA on the homepage is to “Request a Demo”. We want people to inquire with our sales team to see a demo of our software platform. Because this CTA is the most important, we placed it in the middle of our homepage hero image and used the color orange so it really pops.
3. Make Sure There Are Enough Conversion Points
Aside from your demo CTA, what other conversion points do you have on your website? You want to make sure that people have other ways to give you their contact information. Think about it, most people who come to your website for the first time are just learning about your business, they might not want to fill out a form to request a demo. Instead, maybe they want to download a report or ebook, to learn more about your company or to help solve a problem they may be experiencing. For a B2B marketer, content is the best way to add additional conversion points to your site.
For BrightFunnel, our content resources section is a key place where leads convert. We have a variety of different types of content, from educational ebooks and videos to reports and case studies. By having a variety of different types of content that speak to different places in the buyer journey, we have something for everyone. Most of our assets are gated with a form that links to our marketing automation platform. We then collect a lead’s information to start marketing to her.
4. Build Out Your Product Pages And Make Them Clear
If you are a product company then you want to have website pages that describe what your product does. And getting people to land on these product pages are likely a critical goal for you and your company. In order for search engines to rank these pages and visitors to actually land on these pages, you need to make sure that your product pages are built out (no thin content!) and the navigation is clear.
There are many ways to organize your product page navigation. Some companies do this by different product features, while others organize their product pages based on persona. For BrightFunnel, we organized our product pages based on features that also map to key SEO terms for us.
The original version of the website had pretty thin content on the product pages that wasn’t structured in a clear way for website visitors. With our new navigation, the content is beefier, we have multiple page levels, and the features of our platform are clear and concise—the visitor doesn’t have to guess what each feature does and she can easily navigate from one feature to the next.
5. Make Sure to Optimize Your Website for SEO
Search Engine Optimization is critical for making your website visible to people who are searching about topics related to what you do. If you aren’t well-optimized for search you won’t get as much organic traffic—and this is important for the growth of your business! When you are designing any new website, SEO—both on-page and technical—should be top of mind.
When we redesigned our website, SEO was a key component from day one. We engaged an SEO firm, worked out priority keywords, and mapped each page back to a specific keyword—making sure that keyword was visible in the H1 on each page. We also worked with our web developer on technical fixes to make sure all redirects were in place, URL structures made sense, and all the metadata was present.
While there are many additional ways to make your website measureable, these are some key items that were top-of-mind for the BrightFunnel team during our website redesign, so we could ensure that we were thinking about measurement from day one.
And if you want to learn more about BrightFunnel’s website tracking, download our latest ebook, The Updated Buyers Journey: Why Web Tracking Matters.