Your website is a reflection of your brand. It is also the centre of your operations.
Your website’s job is to engage customers and create revenue. As such, its so important that you understand how people relate to it.
You can identify weak points in your website by looking at your websites structure and your visitors journey.
This is why identifying and measuring the right web metrics is so important.
Web metrics are numerical indicators of how well your website is performing and how it’s being used.
Any data that can be measured and pertains to your website is a web metric. For example, the number of users your site receives in a given period is a web metric that can indicate the size of your customer base or the success of a marketing campaign.
Web metrics are useful because they can help you to improve specific areas of your website that can, in turn,, impact your business in a larger way.
There are many metrics for your website that you can collect, but choosing the right ones will save on time and labor costs. These ten web metrics are among the most useful for making practical and effective changes to your website and business.
This metric will tell you the average time a customer spends on each page of your site. How useful this metric is will depend on which area of your site it’s referring to.
Users spending under a minute on this page are likely deciding that this isn’t helpful to them. Given the specific nature of the title, you may need to re-examine your content creation strategy.
In contrast, users spending far longer than seven minutes on this page may be struggling to understand certain concepts. This may indicate that you need to add more practical tips to your content.
This metric will help you improve the general useability of your website.
Put simply; customers want a website that works. If your business page has a high error rate, you’ve likely got a lot of frustrated customers who may well be interested in your product or service but can’t access it.
To lower your error rate, you need to look at possible causes. These can include:
There are many ways to measure conversion rate, depending on what the desired customer action is.
A conversion is when a site visitor completes a proscribed action, like making a purchase or signing up to a mailing list.
The conversion rate of your site is the number of conversions compared to the total number of visitors. A high conversion rate indicates your brand messaging is effective and your sales funnel is strong.
If your analytics show a low conversion rate, consider why that might be. For example, the mailing list. Are you showing mailing list pop-ups at the appropriate point? Customers are more likely to sign up to a mailing list that they perceive as providing helpful advice or a reward of some kind.
To improve your conversion rate, try using pop-ups on pages with the most useful information, like your blog page.
This can seem like a vanity metric, but it’s anything but if you know how to use this data.
The number of visitors to your site will tell you how large your active audience is. You can compare this to the size of your target audience generally to see how competitive you are in your niche.
This metric is useful for determining the success of web or content marketing campaigns too. If your visitor numbers increase drastically after a campaign, it’s likely been successful. If visitor numbers increase but sales don’t, you can analyze which pages are common exit pages and examine these for weakness.
Repeat visitors indicate your brand messaging is strong and you’re retaining customers.
It’s always a good idea to know what kind of device your customers are using to access your website.
This is because desktop (accessed from a computer or laptop) and mobile (accessed from a tablet or smartphone) sites often have different layouts and won’t function on the other type of device.
Most websites will have a functional desktop version because it will have been built using a desktop site.
However, if you see that a lot of your customers are coming from mobile devices, consider investing resources into optimizing your mobile site. This includes making sure the layout is clear and any content loads quickly.
Related to error rate, a poor loading speed may affect whether your customers stay on your website for more than a few seconds.
You could produce a great product or service, but you need to get customers to see it in the first place. They need to read about its benefits and see what industry advice you have. All of this involves making sure that website visitors have a positive first impression.
To fix a slow-loading website, there are a few things you can do. Of course, it won’t always be a problem on your end, but it’s best to have your website at peak functionality.
These pages are the final pages your visitors are on before they leave your site.
Some pages will have naturally high numbers of exits – a sales confirmation page or a stand-alone blog post – but others can indicate a problem.
If you’re finding exit pages that aren’t at a natural endpoint, you should consider optimizing these pages to stop visitors from leaving in the middle of their visit. For example, test the pages for functionality and useful information.
This metric differs from the average length of time on a page because session duration refers to a user’s time on your website as a whole.
A very short session duration could indicate your sales funnel isn’t strong. Customers could be facing difficulty logging in, finding the right information, or the right page.
You can use this metric to find weak points on your website. Ideally, you’ll know where customers are coming to your site from and which page is causing them to leave.
This is the number of requests your server receives per second. A high number of requests indicates you have a lot of people trying to access a certain part of your website.
The major benefit of this metric is being able to foresee and prevent future functionality issues. A high number of requests means you should work on making sure your server can cope with these to avoid time-outs and error messages.
Finally, bounce rate is the percentage of visitors who enter your site and leave after a single-page session.
A high bounce isn’t always a cause for concern. For example, if a helpful blog post is getting a lot of traffic, this may invite a higher bounce rate.
However, if a page in your sales funnel has a high bounce rate, there may well be a fault on this.
Tracking web metrics for your business website will help you optimize it for customer use, promoting good customer relationships and potentially increasing conversions.
If testing for each of these metrics is a time pressure your business can’t afford, we can help. Book in for a Free 30 Minute Discovery Call today and see how we can be of assistance.