The website metrics is imperative to be tracked to know the success of a website. This will also help to improve the reach of the website by increasing its traffic, leads and business sales. By tracking the website, you also tend to focus on moving the metrics in a positive direction. Tracking website metrics is one of the best lead generation techniques that should be certainly adopted by every digital marketer with the help of lead generation marketing agency.
Measuring the performance of website
It can be quite a tricky job to measure the performance of a website. However, it is also equally important to understand what you are going to specifically measure. You must also be clear about what you are going to measure, why you want to measure and what will be the output you learn from the measurements to especially improve the performance of the website.
As the primary step, you should know what you want to measure and what the exact goal of your website is. Without a clear goal, the chances of making your website perform well are less.
Similarly, you should also be aware of the vanity metrics. This means that most of the online marketers rely on the default information obtained from the traffic reports of a website to benchmark. They simply look at the number of lead conversion or visitors to the website and stop with that. The growing numbers state that the stakeholders are happy. Perhaps, these figures will not tell the exact fact about what is actually required to improve the performance of a website. This implies that metrics just don’t accurately state the effectiveness of a website when you want to reach your business objectives.
Although there are ample ways to increase the retention and inbound marketing lead conversion rate, it is also essential to figure out the metrics required to improve the performance.
5 Major Metrics to Track for the Website Performance
Here follow 5 major metrics to track your website performance:
- Source of the traffic
Among numbers of sources available to attract the traffic, here are the three main source you should consider and they include;
- Search visitors, the one that visits the website on a search query
- Direct visitors, the one that visits the website directly type the URL in the browser address bar
- Referral visitors, the one that visits the website referred by others or mentioned on the blog.
- New visitor conversion
It is obvious that the way how first-time visitors interact with the website will be absolutely different from that of a regular visitor. In order to improve the first-time visitor conversions, it is essential to determine what they see when they enter the website and how you can work to improve that expectation. Remember, usability plays a vital role in reducing first timer bouncing rate.
- Return visitor conversion
As the primary step, try to understand why a visitor is returning and did he/she convert the first time visit. If the visitor is not converted then measures should be taken to convert then by increasing the impression.
- Consider interaction per visit
Regardless of the visitor is converting or not, it is imperative to monitor their behaviour on the website, such as, what they are exactly doing, how can you make them do more of it, how to influence this behaviour to convert and much more. Every interaction is important to achieve the set goals.
- Value per visit
Interactions and value of the visit are directly related, which can be calculated as; number of visits divided by total value created. It may be a difficult task to calculate value per visit as, there are many factors involved in it, however, it can still create an intangible value when the visitor comment on the website. The e-commerce website visitors create value every time they purchase a product; however, they also create incalculable value, particularly when they leave a review.