Website KPIs You Should Track (and Why)
Your website is full of valuable information that you can use to improve the customer experience, make better decisions for your building, and improve your digital marketing strategies. Today, Preneurgrowth shares insight for startups on how to ensure their very first website works to their benefit.
Where To Find Data
There are many different ways to find data, and your website dashboard is one. You can also utilize a strategy known as process mining to gain greater insights into the buying decisions and behavioral patterns of your customers. In addition to helping you build a better website, process mining also gives you insight into information that can help you lower your risk while uncovering previously unrealized opportunities. Identifying areas to improve through BPM/process mining begins with pulling data from pertinent sources and knowing when this data will be used and by whom.
Performance metrics to pay close attention to include the time people spend on your website,your conversion rate, up time, broken links, site visit initiation, and the overall quality of your site.
● Time on site. The time a consumer stands on your website is called dwell time. This is atop ranking factor when Google starts looking at where to place your site during a search. According to Sevell, the average person stays on your site for about 45 seconds,and you only have about 10 seconds to fully get their attention before they click around for something else.
● Conversion rate. A 2% conversion rate is considered “good” in many industries. That means that you can expect two customers for every 100 unique site visits. If you’re not happy with those numbers, improve your CTA, add testimonials, and remove distractions from your website.
● Uptime. The goal of most website owners is to have their website up 100% of the time. If you don’t know your up time number, then it’s time to start looking to see how often your website is down, which will turn customers away and look like site abandonment to the search engines.
● Broken links. Broken links can be damaging to your search engine status. Evaluate your website to see if there are links that are broken or misdirected. Then make necessary changes so that these links will work when clicked.
● Site visit initiation. You take great care to ensure that people can find your website. This might include optimizing for search engines or promoting on social media so that
your customers find your site through posts and ads. But, how do you know where the site visits were initiated? You must check the traffic source on your website reports. You can do this using Google Analytics. The most important reason to understand where your site visits come from is so that you can see which performs the best and focus your energy and marketing dollars on them.
● Website quality. While individual metrics are important in understanding how your site works for you, you also have to have a broad understanding of its overall quality. This should include everything from site usability to content readability. Your site’s copy should be geared toward the demographic that you intend to bring to your website. For example, you might want technical content on a blog meant for IT professionals but you’ll want to scale it back on a page meant for the general public. As Preneurgrowth has mentioned before, consistency is an important part of your marketing strategies, so knowing how your content is viewed can help you ensure your customers get what they expect.
There are many different ways that you can measure your site’s performance. Those listed above, including knowing your conversion rate and the time customers spend on your website,can help you create an experience that encourages even more online interaction. It doesn’t have to be a challenge, and continual monitoring can help you get ahead of issues before they
Written by Susan Peterson.