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The website metrics you need to track
Ilya Nasedkin • 9 March 2018
Being able to accurately measure the success of your website is a vital part of improving your services and expanding your online presence.Monitoring key metrics allows you to identify areas for improvement, measure your success against current market averages and develop new strategies. But what are the most important criteria? Here are some of the most important metrics you should be tracking – both as an individual and as an entrepreneur with a web design business opportunity.
Traffic figures
A key
indicator of whether your website is moving in a positive direction is overall
web traffic. Tracking the number of visitors per day and per month to your site
allows you to identify consumer patterns and cross-reference
them with key marketing strategies and
sources. It also gives you the opportunity to see whether your marketing
campaigns are driving up traffic and what the rate of return from that
investment is. It’s important to remember that traffic will fluctuate but a
steady upwards curve shows progress. Session time
The amount of
time that browsers spend on your website is just as important as the number of
visitors you get. If you have a high bounce rate and browsers are leaving
immediately before browsing the rest of your site, this is an indication that
your design or layout could be too complicated or uninviting or that the
content on the page doesn’t live up to expectations. Longer session times show
increased engagement from consumers and improves the chance of conversion. You
can use A/B testing to help you redine key aspects of the page such as
headline, main image and call to action. Traffic sources
Knowing where
your traffic is coming from is vital when it comes to creating effective
marketing campaigns. Tools like Google Analytics allow you to track the sources
of your traffic and see how consumers are being directed to your website. This
allows you to focus your resources more efficiently. For example, if the
majority of browsers come from search engines, it could be a sign that you need
to up your social media game but keep your SEO activity the same. Conversion rate
The ability
to drive traffic towards your website is fruitless if you’re not converting
consumers into customers. Monitoring conversion rates is one of the most important parts of tracking success as it shows
you raw figures about how effective your website is at generating sales or
improving engagement. Falling conversion rates will help to highlight problems
with your website. Exit pages
Monitoring
the way in which browsers are leaving your website can help you create a more
accurate illustration of the average consumer journey through your website. By
tracking the pages from which users are leaving your site, you can identify
potential problems and pages that need altering or updating.
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