Measure your metrics and refine your user experience
The investor relations website is not just an outward flow of information: easy and often free analytics can deliver useful data back to the IR team, allowing you to better assess what is working – and what isn’t.
‘Gaining insights into your website’s visitor behavior is absolutely paramount,’ says Ascend Wellness’ Rebecca Koar. ‘Understanding the people who frequent your site, their navigation patterns, the time they spend on specific sections and the materials they download holds immense significance.
‘These valuable metrics empower you to precisely identify your target audience and deliver the information it is seeking, ensuring a truly valuable user experience. With this comprehensive understanding of your visitors, you can confidently refine your strategies, continuously improving your website to engage the right audience and deliver the utmost value at every touchpoint.’
Koar also notes the importance of the right service provider, not only when it comes to the initial creation of your IR site but also in the future.
‘Most importantly, it will provide excellent ongoing service,’ she says, including ‘the ability to update your website 24/7 with quick turnaround times and zero website downtime.’ She adds that ‘by prioritizing user-friendliness and seamless information retrieval, the IR website becomes a reliable self-service platform.’
Understanding who frequents your site, their navigation patterns and the materials they download holds immense significance
This ‘self-service’ approach means all stakeholders can easily locate and retrieve vital documents without the need for unnecessary interactions and without wasting time.
‘This approach eliminates the hassle of individuals searching for basic information, ensuring their needs are promptly met with minimal effort,’ Koar points out. ‘This will cut down on some of the more menial inbounds where folks are just looking to find basic information.’
How do you know whether your site is covering all the bases it should be? You could follow the advice of Junicorn Consulting’s Julia Stötzel. ‘The home page should be so well structured that 80 percent of investors’ questions can be answered from it,’ she recommends.
