8 essential website stats that will transform your business

Is your website performing? Does it drive traffic to your business and turn it into tangible business opportunities in the form of client leads or candidate applications or CVs? Or is it a glorified online brochure that tells little more than the basics of your business and how to find you?

In an era of digitalisation and inbound marketing, your website needs to do more. It needs to be the answer to people’s questions and pain points. It needs to be the magnet that pulls people from your social media posts or email communications and then engages and entertain them when they get there. It needs to be the engine that grows your business.

Yet most businesses are not fully leveraging the power and potential of their website. Are you? Here are 8 website stats for you to consider when building your marketing and business strategy.

1. 63% of marketers say generating traffic and leads is their company’s top marketing challenge ( State of Inbound )
   While a daunting task, this is actually good news. It means that marketers are focused on the right things – driving traffic and tangible business opportunities to enable growth. The challenge, however, is that there is no silver bullet. There are a number of channels and opportunities and the greatest constraint is always resource. So find the right channels and strategy to drive marginal gains across your website performance.
2. 48% of marketers build a new landing page for each marketing campaign ( Impact BND )
   Whether it’s a salary survey, a new video or case study, creating bespoke landing pages allows you to optimise keywords and content tailored to your customers’ pain points. What’s more, you can create a user journey on your website to help nurture this customer through the sales funnel, enabling a lead or conversion.
3. 81% of sales happen after 7 or more contacts yet 85% of the time we stop after 1 or 2 ( Leadpage )
   So many businesses dip their toe into inbound marketing and when they don’t get the response they desire, they give up. Truth is, you need you need repetition and you need consistency. Most customers need to interact with your brand seven times on average and this can be through a combination of channels – email, SEO, social media etc.
4. 3-4 of a company’s personas account for 90% of a company’s revenue ( Business Grow )
   Are you effectively marketing to yours? Identifying your key buyer characteristics and profiles across your candidate and client audiences and defining their pain points will allow you to better communicate with them across your marketing channels. These personas should drive your unique selling proposition, brand message, content, keywords and website.
5. Correctly targeting your buyer persona will have the greatest impact on your landing page performance ( Impact BND )
   Whether they are searching online or are pulled in from a relevant post on LinkedIn, customers are generally only visiting your website if they have a need. Tailoring your content, keywords and benefits to specific personas not only drives people to the landing page, but enables you to nurture these audiences and encourage them to ‘buy’.
6. Landing pages with videos see an increase of 86% in conversions ( Eyeview )
   Videos, infographics, SlideShares – these are all examples of rich content and help your website get found in online searches. Once on the page, videos help convey your brand personality and key benefits, letting you engage your audience and convert them into a customer.
7. Companies spend 92x more acquiring a customer than converting them ( eConsultancy )
   Leveraging inbound marketing to drive traffic to your website is only the first chapter, the rest of the story comes from how you engage your customers through their buyer’s journey and effectively get them to buy. Your marketing strategy should focus on both – getting more customers into the sales funnel and enabling more opportunities to convert.
8. The average conversion rate for a B2B landing page is 13.28% ( Wishpond )
   Let’s aim for 20%! While we want to drive traffic to our website, it needs to be the right traffic and the right audience who could become the right customer. It’s better to get 100 visitors who are potential customers than a 1,000 who are not. Identifying our key personas, creating content to pull them to our website and engaging and nurturing them to convert, will help you create an inbound marketing that delivers results.

Are you looking to get started with your website strategy? Thrive Recruitment Marketing can help you create an inbound marketing strategy to drive more traffic to your website and convert them into candidates and clients. Learn more about Thrive digital marketing.