Many small businesses we work with think that once their new website goes live that’s it. This couldn’t be further from the truth. To run a successful website, you need to be regularly monitoring the metrics, and making changes accordingly.
If you don’t have access to your website metrics, don’t know how to find them, or have just ignored them, then this needs to be addressed.
Metrics are crucial to improving the performance of your website, as they can pinpoint exactly what elements need attention. Below are the top five metrics you should be looking at:
Knowing where your traffic comes from is a sure-fire way to focus your advertising efforts accurately. If 90% of your visitors come from Google searches, then you probably want to step up your AdWords game to make sure you’re reaching as many people as possible.
Bounce rate, also known as abandonment rate, shows the number of visitors who leave (or ‘bounce’ away from) your website/webpage after only viewing one page. This is usually displayed in percentage form, as in, the percentage of visitors who ‘bounced’ off your website. The average bounce rate is about 41%-55% (statistic from Rocketfuel). There are exceptions, but generally speaking, anything less than that and you’re doing quite well. Anything higher and you may need to look at what could be improved.
Similar to bounce rate, exit pages will show you where exactly the customer journey ends for your visitors. While bounce rate will only measure abandonment of a single page, exit pages will show you where a potential customer left your website, after clicking through a few pages.
This is the number of pages that a visitor clicks on during their time on your website. You can also track how long, on average, a visitor spends on specific pages. With this information you can build a better idea of the customer journey through your website and find areas to improve.
This is the statistic every new website admin wants to know. How many people are actually visiting my website? How many for the first time? Both statistics are readily available through analytics.