A website thrives on traffic, and cannot function as a standalone tactic.
If your website is setup to provide clear calls to action, such as a prominent “get started” button or a lead generation form, it is tempting to measure the success of your website by the quantity of actions that visitors take in those engagement methods.
However, whether your website is producing a small amount of engagement or a lot of it, website managers need to look at the bigger picture and focus on conversion rates – that is, comparing the amount of traffic to the amount of actions taken.
Once your website is launched, focus on A) driving more traffic to it, and B) measuring the desired engagements and comparing against the amount of traffic the site is receiving. Work on Conversion Rate Optimization (CRO) while driving traffic to make the most of your new website.
