When you are a brand that has a website with useful content or unique products, your website is destined to attract an audience. Even so, you must be able to hold and convert the potential customers into loyal customers. This all depends on how you choose to optimize and use these metrics so that they best fit your brand and website. There are so many different ways that a website can increase their rates of retention and conversion, but prior to taking on the endeavor you must figure out which specific metrics it is that you are trying to improve for your brand. Use this as a guide to help you determine which metrics are the most important to track. You will find most of these metrics in the Audience section within the dashboard of Google Analytics, along with other metrics that aid you in tracking your website traffic. When you proceed armed with this knowledge, there will be nothing stopping you from growing your website in the way that is best for your brand.

It is vital to increase your conversion rates in order to have a high sales volume and successful business. Many times it is just a small tweak in an established machine that will produce significant improvements among conversion rates. Pair many small changes with a few large tweaks and you can rest assured that your conversion rates will show dramatic results.

Prototyping websites and mobile applications is a step in the design process that will pay off quickly. Depending on how complex the website is and how skilled the user is, there is a prototyping tool for anyone. The benefits of prototyping can be seen with the natural feeling of the website or app, as users will feel the intuitive flow. App designers, programmers, and web developers all benefit from the process of prototyping, which is why the practice is becoming more and more popular for creating and improving websites and mobile applications. Recently, the number of tools available for prototyping has absolutely exploded, saturating the market with prototyping programs.

What is a persona? This is how a person views things, how they act, what they believe, and the like. It incorporates the most important things that make them who they are, and organizes it into a profile. This is why personas are so important for businesses—they need to know all of these things about their customers. This is when they would create a web persona. Essentially, this would be a fictional profile that represents the target audience according to averages that have been calculated regarding the customer's buying process, their personality, and their demographics. Personas and user archetypes are used by companies in guiding their decisions regarding new product launches, new features, site design, and interactions with customers. It is important that they understand the goals and patterns of the audience in order to create a successful archetype that will satisfy this targeted group. The aim is to make a persona that represents the total package of the target audience. When this happens, it allows the business to appeal to the maximum amount of their real life customers.

A landing page is essentially any web page on the internet that a visitor can “land” on. When being discussed between marketers and advertisers, the term landing page would be referred to when talking about a standalone web page that has been designed for one single objective, and is distinct and essentially separate from a main website. What does this mean? In short, the landing page should not have any global navigation that would tie it to the primary website. Why would a website want this? Using a landing page like this will limit the options that are available to the website visitors, and will help guide them to the ultimate conversion goal.