Creating and running a well-performing website is more than a matter of coming up with a user-friendly design. Or making assumptions that browsers will find their own way onto it. A good deal of the factors that influence a website’s popularity are actually operating well beneath the surface in the form of website metrics. Read on to find out about a few Website Metrics You Should Be Tracking in order to identify what works and what doesn’t and to find out what needs to be changed to improve traffic and conversion rates.

Website Traffic

The most obvious website metric to keep track of is the number of views the site gets. This is referred to within the industry as website traffic. A website’s traffic figures can offer insight into whether its viewer base is growing, stagnating, or in decline. Identifying and evaluating spikes in traffic can also help to establish what blog posts and promotional activities are having the most impact on viewer rates. This helps webmasters to decide what type of content to include on their pages.

Traffic Sources

In addition to allowing webmasters to track overall traffic rates, including both unique visits and repeat visits, Google Analytics allows webmasters to track traffic sources. These are generally broken down into four categories. These categories include organic searches, referrals from other websites, direct traffic, and traffic redirected from social media. While direct traffic is a good indicator of a loyal following of regular visitors, social traffic and referral traffic show that other sites are frequently referencing the website through backlinks, which can attract significantly more unique views.

Bounce Rate

Bounce rates are rumored to have a substantial impact on search engine optimization ratings. This metric tells webmasters how many visitors leave the website immediately upon arriving and is displayed as a percentage. The lower a page’s bounce rate, the higher the percentage of visitors that stick around to view content and ultimately convert themselves into loyal repeat viewers should be. While a high bounce rate does not indicate exactly why visitors are not sticking around, it a sure sign that something – most likely load times, website aesthetics, or targeted keywords – needs to be improved.

Top Pages

Google Analytics also displays numbers of page views for each page on a website. This can be a boon to webmasters as it gives them real-world data. For example which unique pages audiences really respond to. They then have the opportunity to experiment with different content types to find out what works best.

Conversion Rates

Conversion rates are arguably the most important metrics when it comes to evaluating profitability, as they indicate how many browsers are being converted into loyal customers. Of course, different sites have different conversion goals. While customers at an eCommerce store might be targeted for sales, blog readers might be encouraged to share content. Whether it’s on social media or subscribing to email lists. Low conversion rates often indicate the attraction of the wrong type of traffic or don’t contain effective calls to action.

Customer’s Lifetime Value

Although this metric is more difficult to calculate, it is of fundamental importance to forecasting marketing budgets. It takes the likelihood of future purchases into account in addition to individual transaction values. This allows webmasters to better understand where their money is best spent and encouraging overall growth.

 Janis Henslee, CEO of Digital Fitness in Madison, WI, is an Entrepreneur in the marketing profession that helps businesses of all sizes streamline their marketing solutions through an All-Inclusive Marketing Membership. She spends most of her time helping business owners communicate their vision and grow their business through effective marketing. If you are considering hiring a Marketing company, contact Janis at (608) 977-1540.