![]() This data can be useful, but the way it is presented is not always in your best interest. *Caution – Google, YouTube, Facebook, Twitter, and LinkedIn all Want Your Money!*ĭon’t forget, search engines and social media companies are businesses. This approach is most associated with sales-focused product websites, but it has broader applications. This is also where you might experiment with A:B testing. It tends to be good when you already have defined content strategy likely based on a standard marketing funnel. It utilizes social media stats, newsletter stats, and google analytics data. This is a version of the methods most often employed by marketing agencies. ![]() The third method is something I call conversion evaluation. This approach is especially useful when your website’s target audience is small, your audience members are well-known, or your website’s purpose is narrowly defined. While these methods are most often used during the website design process, they are also incredibly useful in providing ongoing formative feedback. The second method is something I call user experience evaluation.Īs the name implies, this method leverages evaluation approaches commonly used during a user experience design process. By looking outside of your own site you greatly expand the learning potential. Because of that we can leverage data from comparison sites in a way that a Google Analytics based approach cannot. The biggest benefits to using this approach is that data can be accessed without the support of the webhost. This method utilizes datasets and indicators often used for search engine optimization. The first method is something I call external analytics. ![]() Method 2: User Experience Evaluation (UX Evaluation).So what are they, and what are the main differences? Each one has its place and ultimately you might want to mix together two (or potentially all three). So I’m going to take you through three different methods. Next, what size audience are you trying to serve with your website? Are you trying to reach millions or just a handful of people? If your primary audience is small (say under 500 people) and known (you already have their emails), then you don’t need to worry all that much about showing up on Google. What type of person is in your primary audience? What type of person is in your secondary audience? ![]() Some people are clearly going to be more important than others. And there are a lot of different facets.Ĭhances are, you are trying to reach more than just one type of person. What would make your website successful? Who are you trying to serve? So before you evaluate, start by being clear on your outcomes. The website in each scenario is going to support your mission in different ways. Maybe you sell a software product, offer photography services, or fundraise for a regional non-profit. The purpose of the website is to provide information on how families can access your services. Perhaps you support a non-profit that works with families in need of after school care. It also might be the way potential clients learn that you exist. Your website is not your business, it’s just the way potential clients get to know you and your services. Your goal is to find new clients and keep your current clients happy. Maybe you run a small consultancy and work for clients. Most of the time a website is only one piece in a larger puzzle. So before you move forward with any evaluation method you should be able to answer a couple of basic questions about the website’s purpose. Before you evaluate, understanding your website’s purpose.īefore you evaluate, understanding your website’s purpose.But my goal in writing this post was to lay out a practical strategy for organizations with websites that are not designed to pull in dollars but to serve other purposes. These methods will work whether your goals are for-profit, not-for-profit, or a mix of the two. An evaluation is going to help us see if we are on the right track, and specifically, how we might be able to improve our website or digital strategy. Our goal here is to use the web to actually accomplish something. And ultimately, you will probably want to mix these methods.īut website evaluation doesn’t need to be overly complex. The specific method(s) you choose will depend a lot on your evaluation goals. In this guide I am going to walk you through a few methods you can use to evaluate a website. Is your website really accomplishing anything? Or does it just look the part?
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