SMBs working to accelerate digital growth encounter a variety of challenges across internal operations, marketing platforms, site properties, and competitors. Part of the path to growth is identifying and prioritizing those challenges, which can be tough without looking at the right reports and metrics.
In this post, we’ll dig into four areas that often uncover growth blockers and explain how to assess the opportunities that overcoming them would present.
1. Site issues
Growth, in the advertising budget and in awareness, brings more demand on your site. This means more users, more tracking and tagging, and other factors that can affect site speed, which is a huge factor in user experience. One of the best tools out there to test site speed is Google’s PageSpeed Insight tool, which provides great data and insights on your site speed and user experience on mobile and desktop. In general, Google[1] recommends site speeds between two-to-five seconds, and this is considering the faster end of that range in mind. Anything beyond that, and you’re losing money from users bouncing.
Beyond site speed, the way users digest and navigate your site may not be optimal. Although there’s a lot you can glean from click paths in Google Analytics[2], heat maps are a relatively tried-and-true way to understand:
- How users are interacting with your site
- Where they’re getting stuck
- Where you should relocate your most valuable CTAs and messaging
We’ve seen numerous clients improve CVR by over 20% with rapid testing cycles on top pages.
2. Internal obstacles
You can promise your users the world in your ad campaigns, but without aligning expectations with current internal challenges, that will only build a base of frustrated customers.
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