When it comes to running your business, a major portion of its revenue relies on the internet. Even the smallest details determine whether or not your website contributes to your bottom line. Using real world data to confirm if the website works well or not isn’t enough and thus needs areas of improvement. In order to stay one step ahead in the competition, one should analyze the key metrics to help remain connected to your current customers and attract the new ones.
To help you get started with performance tracking the five major website metrics are discussed below.
Most webmasters are obsessed with traffic- that is the number of visitors to your website. If your website is growing, stagnating or declining the traffic figures are a good indication for it, revealing much on the health of your website.
Total visits, broken into unique and repeat visits reveal how well you attract new visitors and how well you retain visitors. Ideally, unique and repeat visits grow simultaneously giving a healthy increase in total visits. In case total visits growth is driven by repeat visits, the metrics will let you know that you are successfully building loyal followers but not doing enough to attract new visitors. Therefore bring new eyes to discover new strategies to your website.
Apart from knowing your top level traffic, you should also be aware of the source of your visitors. Google Analytics breaks down your traffic source into four segments:
Organic, Referral, Direct and Social give few important snippets about your website.
Organic: Gives an idea on how well your website ranks in search engine
Referral: How many visitors come from another website with significant reasons
Direct: How many people are typing your website into their browser
Social: How many visitors come from the social networks based on your content and social media post.
It is always preferable if traffic comes from various sources, minimizing the risk of a website being decimated.
This is another important metric having an impact on SEO. It tells you about how many visitors leave your website immediately after arriving. The lower the bounce rate, the more visitors are sticking to your website. However, changes need to be implemented improving your bounce rate. With common reasons in your mind for high bounce rate like slow load times, broken websites, bad first impression and badly targeted keywords you can dig your mind to improve bounce rate.
Entering the Behaviour section in Google Analytics you will find your best-performing pages in terms of traffic volume. It is very important to know what pages receive the most traffic as it gives a clear picture showing what your audience responds to. However, to determine top page traffic numbers is not the only way. You should look at the number of social shares per page as a strong indicator.
Another crude top-level metric is Conversion Rate which has a strong impact on your site’s profitability. Increasing your conversion rate from 1% to 2%, nearly doubles your profit. This tells you how to increase your traffic to perform the desired action.
Unique Visitors/ Conversions= Conversion Rate
The higher your conversion rate, the better your website is performing. A low conversion rate indicates that you are attracting the wrong traffic. Conversion through traffic source gives you an idea that a thought process when you are looking at your conversion rate.
Poor website performance can negate the positive results of tracking your website metrics.
Have you tracked website traffic before?
If not, then the numbers, charts, and percentage can seem intimidating. Metrics may sound quite sophisticated but in reality, they track a simple set of behavior.
This is the reason why everyone should be tracking at least few website metrics to make real, noticeable improvements to your website.
Look this may sound a bit counter-intuitive, but the reality is companies that rapidly fix issues have far higher customer satisfaction ratings than companies that do not pose any issues for their customers, at all.
Ask questions to yourself while working on your website: Will the Customer be able to find what they are looking for?
Keep tracking every issue and the resolution that is being taken up for it. Monitoring time spent on each of them will tell you whether or not it is actually helpful.
Metrics support to give the exact figures and thus monitors a helpful solution.