How to Grow Your Website Through Regular Changes
In this era of big data and analytics, the marketing profession is continuously changing. You can no longer rely on great advertisements or a catchy slogan to attract the right audience, especially if you are on a small budget. If you want to grow your business in quickly and efficiently, Growth Hacking is the answer for you. Unique data by Dataprovider shows that this method of increasing your audience works.
It is one of those terms that you have probably heard before, but that often stays a vague thing that you should look at some time. Growth hacking is possible in all kinds of ways, but it all boils down to this: use of analytical, inexpensive, creative and innovative methods that exponentially grow your company’s customer base.
Sean Ellis first coined the term in 2010, and since then it applies to many growth strategies. You can leverage a third party platform, build an exclusive community or build a targeted list of emails. And while these are all great options, the best and easiest place to start is your home on the Internet: your company website.
You may think you can move your website to ‘finalized projects’ once it first goes live. Unfortunately, that’s not the case. You should, of course, be proud of your first pages and the steps you have taken to get there. But once your website is online for potential customers to see, that’s when the real work starts.
Growth hacking your website means that you are always developing. It doesn’t have to be a major overhaul each time: you can adjust bits of text, try a new call to action or add a new page to your site.
Data Says Yes
At Dataprovider we don’t just assume, we have the data to test these ideas. That’s why our data team dove into some of our variables to look for evidence.
Because of the many websites that we index, we now have several in-house created scores that can capture a website owner’s behavior. Two of those scores, our Heartbeat and Economic Footprint, proved to be the perfect data points to use for this study. The Heartbeat shows how actively a website is being maintained and gives a low Heartbeat to sites with few changes, or a high Heartbeat to those website owners who are constantly updating their pages. Our Economic Footprint is a ranking that indicates the economic impact of a website by looking at visitors, turnover and several other variables.
The team analyzed a dataset containing over 3.1 million websites from the Netherlands, Canada, and Australia and found that there is a clear connection between a website’s Heartbeat and its Economic Footprint growth. In other words: sites that are frequently updated have a larger economic impact on the web, whereas websites that are mostly unchanged score much lower on the Economic Footprint scale.
How often a website changes is thus a great predictor of how important it is and frequently changing your site can, therefore, help you grow more quickly.
Steps to Take
Before you get started, keep in mind that not every change you make to your website will automatically make it more popular. Growth hacking is all about making constant improvements.
As mentioned before your best bet is to use analytics and inexpensive methods to draw a bigger audience to your page. Here are a few tools to get you going:
1. A/B Testing
Don’t just rely on your gut feeling, use data to make an informed decision! You can easily create a controlled experiment with an A/B test, in which you compare two versions of an almost identical page that differ on one variation that might affect a user’s behavior. It lets you try out a new page title for example, or try a different call-to-action under your latest blog. Run the test until you have sufficient information and adapt your website based on the results you receive.
Not sure how to create this A/B test? Hubspot has a great guide on where to begin.
2. Google Analytics
Rather than choosing random pages to adjust, you can use Google Analytics to see where things need to change. The free analytics tool shows you where visitors enter your website, how they click through it and how long they stay on the page.
If you notice that a specific page has a high bounce rate, or that there are parts of your website that do not create a good click through rate, those are the places where you need to start your optimization. Try a new layout, different content or add enticing visuals.
3. Search Engine Optimization
As soon as you figure out how to fully optimize your website for SEO, Google will probably change the rules. The search engine puts out regular updates for how it indexes and prioritizes sites and tends to put a focus on aspects that are important for their users.
So, if you want to be found by your potential audience, you will need to keep changing your wording. Go through the texts on your page on a regular basis and compare them to findings of your latest keyword research to see if you still offer the best match for those keywords that are relevant to your business. If not, take your time to rewrite your content for a better SEO score.
Regularly check Google’s Search Console Help to stay in the know.
Our Heartbeat and Economic Footprint scores don’t just give us fun data; they also offer valuable information for hosting companies, registrars, and web development parties. The database we offer shows you these data points and can tell you exactly which of your (potential) clients are likely to renew their domain, who might benefit from additional servers and which customers need your attention to stay on board.
Would you like more information on Dataprovider’s in-house developed scores? Or are you interested in one of the more than 150 variables we index per website? You can reach out to us via firstname.lastname@example.org.