Why choose B2BWebs: clear goals and work you can follow

When choosing someone to work on your website, you want to know what will be done, why it is needed and how you will assess the result. Good communication also covers the difficult questions: which data is missing, what is still an assumption and what can be checked with the traffic available.

At B2BWebs, our approach to website analytics and improvement centres on clear goals, checked measurement and specific work. Here is what that means for a client.

We start with your business task

“I want more visits” is a starting point. The next conversation is about your business: which services you want to develop, what a suitable enquiry looks like and which steps customers find difficult. For one website, the priority is a booking. For another, it is an enquiry with enough detail to prepare a quote.

That helps us choose what is worth measuring. Rather than letting every report produce an unrelated list of tasks, we can assess suggested changes against the agreed goal.

We agree the scope before starting

Our website analytics and optimisation service can cover a one-time setup and initial review or regular reporting and improvements. The quote defines the pages, actions, tools and development work involved.

This helps you understand what is included in the particular engagement and what needs further discussion. If you already use analytics tools, we start by reviewing them and the available access. It matters that we make use of the useful work already in place and identify what is missing.

We check what the measurements actually mean

Installed tracking needs to be checked through real steps. With a form, for example, it matters that we distinguish a button press, an error and a successfully accepted enquiry. Repeated events and test actions also need attention because they can inflate reported results.

We take tracking consent settings into account and do not send personal form content as analytics events. Where data is missing, that should be clear in the interpretation. Responsible analysis leaves room for what is unknown.

We connect an observation to a specific change

Imagine that visitors on phones often start a form but do not complete it. This is an example of a situation worth investigating. We look at whether the measurement is accurate, whether the fields are convenient and whether instructions and errors appear where they are needed.

If we find a specific problem, it leads to a specific task: clarify a field, remove an unnecessary step or improve how a service is explained. After the change, we compare results over an agreed period. We also note other factors, such as new advertising, seasonality or a change in the offer.

We discuss results realistically

We do not promise a particular percentage increase in sales. Results also depend on prices, demand, traffic quality, the service offered and the follow-up on enquiries. With little traffic, comparisons take longer.

That still leaves room to fix visible difficulties and improve measurement early in the work. What matters is distinguishing the work completed, the result observed and what cannot yet be concluded.

What a useful conversation about your website includes

When discussing results, look for answers to four questions:

1. What are we trying to improve for customers and the business?
2. Which data do we have, and what is missing?
3. What exactly have we changed or proposed changing?
4. When will we assess the next step, and using which measures?

This is the basis of the trust we want to build: you should understand the work on your website and be able to discuss decisions with us. If that is the kind of working relationship you are looking for, tell us what you want your website to do better.