Utilizing a Web Grader to Improve User Experience

Your company’s website is often the first point of contact for potential customers. Competition for the eyes and dollars of visitors relies on providing them with the best user experience possible. Is your website giving them the information they need? Once they find you, are they engaged and interacting with your content, or are they clicking away from your site to your competitor?

One way to understand how your site is performing is to analyze it using a Web Grader.  A web grader is an excellent way to uncover both the strengths and weaknesses of your site. Here at Marketing Matters Inbound, we offer a free Inbound Marketing Assessment where we perform a top-level comprehensive digital marketing audit to determine what’s working on your site, and what isn’t.

We examine four critical areas; attraction, nurture, conversion, and analytics. We then use that data to grade your site using Hubspot’s Web Grader and prepare a comprehensive report with a grade on a 100 point scale showing your sites strengths and weaknesses. Website grader can also give you insight into how your site stacks up against the competition. Submit up to three of your competitors website addresses when we perform your assessment and we’ll let you know how your site fares against the competition.

Assessing Your Site

Our Inbound Marketing Assessment consists of a series of questions that will help us to better understand your inbound marketing’s current effectiveness and scope for example:

• How many unique monthly visitors do you get?

• Does your website include a blog?

• How do you allocate marketing dollars regarding online tactics?

• What social media channels do you use?

• Have you defined conversion paths?

By answering these and other questions, we can get an understanding of where your efforts may be working as well as any weak links in your lead funnel and conversion process. We then take this information and use Hubspot’s Web Grader to give you a breakdown of your score for Attraction, Nurture, Conversion and Analytics as well as an overall number grade on a scale of 0 to 100.

How This Helps

Our objective is to give you a better understanding of where your site is performing or lacking, and then explaining how you can use this information to improve your user’s overall experience.

Here’s an example of a score breakdown:

            ATTRACTION                     14 out of 25

            NURTURE                            4 out of 25

            CONVERSION                     4 out of 25

            ANALYTICS                         7 out of 25

            Total Composite Score   29 out of a possible 100

            Hubspot Marketing Grade  60 out of 100

While this example site is relatively effective at attracting visitors (there is room for improvement here as well!) It’s not adequately nurturing them and leading them through the conversion/lead funnel. As a result, conversion rates are low.

Understanding these factors can give you the ability to improve your sites overall performance. For example, are your visitors having trouble navigating your site? By simplifying your user interface, you may be able to increase the time visitors spend on your site and their engagement, thereby directing them through your lead process faster. Perhaps your CTAs are not enticing enough, or you’re not offering the proper incentives for them to convert. By analyzing your site this way, you can then begin to test alternatives (like stronger CTAs)  that can improve your user’s experience by delivering content that is more in line with their needs.

Information is power! Take the Marketing Matters Inbound free Inbound Marketing Assessment today to gain an understanding of how to improve your website and turn it into a lead generating machine!





Web Grader

Marketing Matters Inbound is an inbound marketing firm specializing in online conversions, content strategy, call-to-action mapping and traditional media placement. Our experience in B2B digital marketing and traditional media allows us to deliver results through a strategic media mix. We believe in aligning and merging marketing and sales/operations for optimal return on your marketing investment.

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