Although the definition of success differs from onewebsite to the other depending on set goals, how well any site is performing can be measured using analytic software. The factors measured by analytics are called metrics, and all metrics were not made equal.
Knowing what metrics to monitor and measure could mean the difference between success and failure and businesses like Website Strategies can help you to set up analysis and reporting of your website visitors. With the web moving at light speed, the quicker you can identify problems on your site, the quicker you can solve them and start achieving your objectives. Here are 6 fundamental metrics that you should keep an eye out for to ensure your website succeeds.
- Unique visitors. This metric tells you the total number of people who visited your site at least once during the period under review. Visitors who browse the site more than once during the period are only counted once. This information gives you the best representation of the size of your audience. It is more accurate than a simple count of the number of page views or visits as one visitor could visit your site multiple times viewing multiple pages even though they only represent one potential customer.
Big decreases and increases in the amount of traffic should be investigated to find out where the traffic is originating from or why there has been a drop in the number of visitors.
- Bounce rate.The bounce rate is defined as the percentage of visitors that only view one page before leaving. They could leave by:
- Following an external link.
- Pressing “back” on the browser.
- Typing another URL in the browser.
- Closing the tab or browser window
- Timing out the session due to inactivity.
This metric helps you understand whether your guests are sticking around when they visit your site. Check this when you make changes or updates to the site to see the effect they have on traffic.
Also, examine sources to determine which ones are bringing visitors with a high bounce rate. This will help you identify and focus more on sources that bring quality traffic.
- Average time spent on pages.Check this metric to identify the pages that people are spending the least and the most time on. This will help you find out what kind of content is more popular and which one is not. This way you can create more relevant content for your audience to help push conversions.
- Exit pages. This is the last page your visitor was on before they left. Pages that record high exit rates are weaknesses that should be rectified. Find out the reason why visitors are leaving at this point. Reasons could include content that does not match what they were looking for, offensive content, or lack of a clear next step for them to take. Review and update these pages to improve conversions.
- Although keywords from search engines are becoming less available, you can check the keywords people use on the search box on your website. This will help you identify popular content as well as things that visitors are looking for that might not be on your site.
- Conversion rate. This is thepercentage of people who heeded the call-to-action; whether it was to purchase a product or service, make an inquiry, subscribe to your newsletter, or even donate money. In short, the conversion rate tells you the percentage of visitors who performed the action you wanted them to depending on your site’s goal.
Low conversion rates might indicate an offer that is not compelling enough, content that does not resonate with the visitors or poor quality traffic.
These metrics (which can be measured through Google Analytics) provide information that will help you fine-tune your marketing campaign for a better return on investment and achievement of goals.