Most commercial web resources are created precisely for the purpose of making users perform targeted actions. Therefore, it is advisable to evaluate a site primarily by this indicator.
However, there are nuances here.
Firstly, the number of users who performed the target action depends not only on how much the site inspired their trust and motivated them to act. The initial quality of the traffic also plays a key role. Therefore, simultaneously with assessing the quality of the site, it is also necessary to conduct an audit of the same contextual advertising, for example. It is because of the importance of the connection between the traffic source and the site that we developed into a comprehensive Internet marketing agency 6 years ago.
Secondly, in order to judge high or low conversion, it would also be good to find out its adequate indicators directly for this niche. Conversion on a site for the delivery of inexpensive hot food, where customers motivated by a feeling of immediate hunger come, will be higher than on a site dedicated to real estate.
When assessing conversion, you can focus on the average indicators identified in the Unbounce study, based on the behavior of 74 million visitors to 62 thousand landing pages.
Healthcare - 2.9%
Business services - 3.5%
Home improvement - 3.3%
Lending - 5.6%
Jurisprudence - 3.3%
Real estate - 2.9%
Advanced training - 6.1%
Tourism - 5.0%
Of course, they are very approximate. But still, if your conversion rates are significantly lower, this should be a warning sign.
The main indicator of a website's effectiveness, and therefore the most important criterion for its evaluation, is conversion. When considering it, it is also important to consider the quality of the initial traffic and focus on the average conversion rates typical for your business niche.
Use this checklist
If we are talking about evaluating not your web resource, but a whatsapp philippines competitor's site or an example from a developer's portfolio , then you cannot personally check the conversion. At the same time, you may really like the competitor's site, but its true effectiveness, expressed in conversion, remains a mystery to you. In this case, you can use such a checklist, which allows you to get an approximate idea of the site's quality.
Rate the design
Does graphic highlighting focus the user's attention on key elements of the site?
Do the colors , shapes and fonts used create an atmosphere that is appropriate for the product and the target audience?
Is the site overloaded with too many details, confusing the user due to the lack of a unified style?
Rate the copywriting
Are the texts written “in the client’s world”, taking into account the needs and problems of the target audience?
Are there any unnecessarily complex verbal constructions on the website, and do the texts convey the essence of the message in a concise manner?
Is the text formatted? If the site has long "sheets" of text that are not broken into paragraphs, things are bad. Such sloppiness in content formatting now not only irritates users, but is also "punished" by search engines.