Hubspot and GTMetrix don’t have Fintech website testing right
When it comes to website testing for performance, there is any number of website testing platforms that will tell you how well your website is technically performing. I’m going to tell you why Hubspot and GTMetrix don’t have Fintech website testing right.
Why Hubspot and GTMetrix?
Hubspot’s platform will tell you exactly what is wrong with your website and then links to authoritative posts and articles that can help instruct you to remedy your defects.
GTMetrix has a platform that does the self-same thing, although it presents its results a little differently. Ultimately delivering results based on its own criteria. The reason I like this platform is that their results often differ from Hubspot’s.
Us mere mortals cannot see what standards each platform is using to determine their metrics, but if you combine your results from both sites, you can ensure you are working towards website performance optimisation properly.
Performance Optimisation is only half the battle
Here at Bias Digital, we grade our websites a little differently. For sure performance is critical to a website being sticky and helping you get good rankings. The more traffic passing through the website the better right?
But what about conversion?
We look at overall performance. That means technical performance and conversion performance combined. These overall measurements really tell you how well a website is performing and as to why you would invest budget to ensuring it continues to do so.
Bias Digital has previously produced a report looking at the State of Play for Fintech Websites, globally ranking over 100 websites for technical and conversion performance. There were some stunning insights brought to light from the analysis.
Some of the insights pulled out of the report are:
- Websites score well for mobile responsiveness 94% and security 83% scoring over 75% of the total sites graded
- Websites score badly for overall performance 59% under 75% and SEO scores 52% under 75%
- Websites score well in only 2 of 8 conversion metrics, having a blog 70% and calls to action 90%
- Not one other conversion metric scores over 30% across the websites graded
The report indicates that whilst these technology companies are really focused on having a technically sound website, there is far less focus on website conversion of traffic.
In a sector that is fighting hard for onboarding clients as it is, the onboarding strategy is nowhere near correct and this spells trouble in the short term.
Longer term, immediate changes to the website offer a greater chance of conversion, therefore, improving results and the opportunity to sell products and or services. Its those focal points your shareholders want to see improvements in, yet quite blatantly from a digital perspective you are already failing them.
Why Hubspot and GTMetrix don’t have Fintech website testing right
So in closing, I think from a business perspective – that’s sales and marketing, website performance platforms can only tell you half the story. They can only tell you how well built your website is and not how well it works from a business perspective which is what you really want to be told.
You shouldn’t use these to judge the quality of a website unless you are in a position that your website build is either outsourced and your marketing team in-house or you have outsourced your web development and have no marketing strategy.
Please do not report happy to your management team that the new website is technically sound because that doesn’t put profits in reports, just defecits in the budget spend.
By all means, report that you are halfway there and that if you can now adopt a good inbound strategy you can really excel by turning visitors into leads and qualifying them into sales using marketing automation and lead nurturing.
The days of simply having a website are long past and hopefully, none of that conversation reverberates around your meeting halls. Whether you are a 3 man startup or a larger more established company, adopting the right habits early in your marketing will always pay dividends in the long run.
If the report doesn’t point you to ensuring that your marketing and SEO team are integral to your web build, then please adjust your thinking because you cannot drive forward with a poorly converting website.
Performance and conversion are hand in hand in these projects and that’s why Hubspot and GTMetrix don’t have Fintech website testing right.