Marketing efforts still exist by way of referrals and mailers, but a company website has become a leading way of attracting new consumers and encouraging customer retention. Online marketing efforts introduce Internet users to your company, and the website is usually the first impression of your business. Creating a great web design is an investment of both time and finances, and you want to make sure it is giving you a return on investment. Evaluating the ROI of a website means looking at the costs and the results.

Plan the Expense

Before you can see the ROI, you need an accurate picture of how much the website design or redesign will cost. Factor in the initial setup costs and the price to maintain it over time. Doing this before any design takes place will keep surprises out of the company budget. Don’t let the numbers scare you. A great website will yield great results.

Set Some Goals

Your website needs to have a purpose if you are going to measure how successful it is. These goals could include a set number of conversions each month, a percentage increase in sales leads, a percentage increase in e-commerce sales, or overall brand awareness. Though ROI in a dollar form is the most promising, developing brand loyalty, increasing brand awareness, or developing a strong lead database can all turn into financial rewards down the road. Setting measurable goals allows you to develop Key Performance Indicators to look at down the road.

Keep Track of the Data

You can use Google Analytics as a free tool to track your website activity. You can set specific goals to be evaluated (remember those KPIs?). You should look at website traffic each month and find out where the visitors are coming from. Have the data on conversion rates, whether it be purchases, online donations, emails, form submissions, or content downloads. You should check on the bounce rate as well. If there is something wrong with your web design, the bounce rate can help you narrow down what is going on.

Stay Current on Search Rankings

Your search rankings are important, as it brings more visibility to your brand. With great content across your site that is SEO optimized, you improve your ranking success. Working with an SEO partner can ensure that each area of ranking is given the attention it needs.

When you plan out your website investment, don’t limit the return to a figure. Look at the big picture of brand awareness and loyalty. A focus on these four areas will push you toward a higher ROI.