One of my favorite quotes is from Adam Savage of the Mythbusters and Tested.com: "Remember kids, the only difference between screwing around and science is writing it down." The same thing can be said about website design.
You just finished a brand new web page that is going to perform great and get you awesome leads!
Or is it?
How do you know if a web page is performing? How do you know if your design is easy to understand, or that it is reaching the right persona audience?
Inbound marketing websites need to be monitored on a regular basis to make sure the content you have put so much effort into is actually generating the leads you need. Even if the content is great, if users can’t find it or find submitting their information is confusing or intimidating, it will not perform well.
To test an inbound website you need to understand what to test for and what tools are available to do that testing.
The first thing you need to do is determine what you want to test for. Knowing what inbound metrics you are testing for will determine the correct testing method and which tools will work best.
Here are some of the metrics you should be analyzing:
There are a large plethora of tools to use to measure these metrics. I'm going to cover how to setup some of the ones I'm more familiar with and most available to everyone. These tools include:
Google Analytics is one of the most common and complicated analysis tools out there. While it is easy to setup it can be very hard to get any real data out of it. However, with the right setup you can make it generate great information. It even lets you see the data in real time.
Some of the things you can test for in Google Analytics include:
PageSpeed Insights is a great tool to see how fast your web page loads. It will give you a score of 0-100 for both mobile and desktop versions of your site. It also lists areas where you can improve your score along with great resources on how to reduce image size [usually the biggest pagespeed culprit] and other page elements that can affect your score.
One thing to notice is that it now puts mobile in front of desktop. As online traffic is now higher on mobile devices Google prioritizes mobile load speed and mobile content more than desktop content.
When it comes to measuring important inbound marketing page metrics, I love HubSpot.
One of the main reasons is that it's easy to get useful data. Unlike Google Analytics, HubSpot is designed for usability over flexibility. They make it easy for inbound marketers to find the important data, such as form conversions and CTA click through rates.
Some of the web page metrics you can test for in HubSpot include:
A relatively newer tool, HotJar lets you really dig into on page and human analysis. Through a combination of page heat maps, screen capture videos, and other user interactions, HotJar can really help you see what specific design elements are causing your page to under or outperform other content.
HotJar can help you test:
New testing tools are coming out all of the time, and we are always staying on top of the latest and greatest. Understanding what you need to test for and what options are out there is critical to knowing what is working on your website and what needs to be fixed.