Jun 1, 2018

Four Types of Metrics your Website NEEDS to Track

written by Steven Squires

Four Types of Metrics your Website NEEDS to Track

You have a fantastic website, but do you really know which metrics you need to check to see if your website is successful?

Hopefully, you will have Google Analytics enabled on your website. If not, WHAT ARE YOU DOING?

Data and analytics are the foundation when judging the success of your website…

Which metrics should you be checking?

1. Number of visitors

This is one of the most important factors of any website. You need visitors to your website otherwise how are you meant to convert them into a paying customer, or gain brand awareness? Get to know the trends on your site.

When it comes to your website traffic, look out for different spikes each month. If there is an increase in traffic one day, why is this? Have you posted a recent blog to bring traffic to your website? If so, why not look into creating more? More traffic = increased potential customers.

Make sure you also take a look at the ‘page source’. Where is the traffic (your audience) coming from? Is the traffic organic? Is it coming from your social media channels? Or is the traffic potentially coming from a referral website, which is back linked to your website? This will also help you understand (and cater for) your audience better.

2. Average time on the page

How long are users staying on your website? Which pages are they landing on? It’s important to know.

If a user is staying on the website for a minute but they didn’t start a conversion on your website or fill in a contact form, why is this? Something could be wrong? Why are they choosing to NOT engage?

Take a look yourself and count a minute. A minute on a website is actually a very long time! Do you have a ‘call-to-action’ button (to prompt the user) and do you get your point across clearly?

Being able to see how long users spend on your site and their subsequent actions (or the lack of), will help you refine the customer journey and also consider website improvements going forward.

3. Bounce rate

What is a bounce rate? The bounce rate is a percentage (%) of visits that only visit one page on a website before exiting.

Is your website a one-pager? If so, you might see a significantly increased bounce rate.

Bounce rate is the dreaded statistic marketeer no-one likes; especially if you’re in the ’70%’ range.

As a general rule, you should be aiming for a website bounce rate of under 40%. Between 40% and 55% is okay; but if you’re between 55-65% you should be looking to improve this. For example, if your bounce rate is between 55-65% that means users are only viewing one page on the website potentially meaning that your content isn’t that interesting or they have no means to go to another page on your website. Create some call to actions! If you’re under 40% you’re doing great! It looks like your content is doing well and you’re getting users to surf around the site.

In the next blog we’ll show you how to decrease your bounce rate!

website bounce rate

4. Conversion Rate

A conversion rate is the percentage of visitors to your website that complete a desired goal ( a conversion) out of the total number of visitors.

There isn’t any set rules when it comes to website conversions. They can be anything you want them to be. Want a user to land on a certain page? Then this is a goal.

Firstly, you will need to define some goals on your website. What do you want visitors to do when they arrive on your virtual doorstep? Ideally, you’ll want your sites goal to reflect your business goals.

Across industries, the average landing page conversion rate is 2.35%. (Statistics via WordStream). Though, ideally you want to break into the top 10% of websites which is 11.45% or higher. If you have increased conversion rate on your website it will effectively mean more sales and leads for your business!

conversion rate by industry

Website metrics and analytics can seem overwhelming if you’re unfamiliar with them. It’s always advisable to start small and work out from there. Pick a metric that matters to you and your business, then try to improve it. By streamlining your approach (initially) you’ll get a better feel for the numbers, what they mean and how you can work to improve them.

Need help with your WEBSITE ANALYTICS? Want to better understand HOW WELL YOUR WEBSITE IS DOING; and where there are GROWTH OPPORTUNITIES? Aspurian Digital can help!