Five Questions to Ask About Your Credit Union’s Website
Does your credit union analyze its website traffic? Digging into your website analytics can give you a feel for the scope of your website as a communication vehicle, help you understand characteristics about your members and prospects, and uncover new marketing opportunities for your credit union. Designed for the busy executive, here are five questions to help jumpstart a conversation with your web and/or marketing team.
1. How many visitors do you get each day?
First things first. Just how many people are we talking about here? When you understand the true reach of your website, its importance in your overall marketing and communications mix becomes clear.
2. Is your traffic increasing over time?
In case it wasnât obvious, the line should be going up.
3. Where do your visitors come from?
Search engines? Your emails? Other websites? Which of your efforts are driving qualified traffic? When you find out, do more of that.
4. What do people first type into search engines to find your credit union?
Which âkeywordsâ result in traffic to your website? When you find out, use those keywords in your webpage URLs, titles, meta descriptions, and in your pay-per-click campaigns. If that was Greek to you, check out this webinar and this one.
5. What are your visitors interested in?
Your website is a vault of member research. Where do visitors navigate to the most after your homepage?
See what doors open up by asking these questions. You may find that it helps frame the development of key performance indicators (KPIs) for your website. (Every morning I look at these key reports on my Google Analytics dashboard for our different web properties. It helps me understand our progress overall and on specific campaigns, and often uncovers a new idea or partnership!)
Post written by Kelly Latham, Director of Marketing, NAFCU Services Corporation