How is my Website Doing? Make sure it is performing well in the market you’re in! An online presence is critical and these metrics will help you gauge how you compete!
So you are a small business owner and you or a company you hired designed, created and marketed a website. That is a very important step in promoting your commerce and you did the right thing, but how can you tell if your website is performing well or not? Google Analytics, Moz and other tools offer great ways to track numerous metrics, which will show how your website is performing! In this blog post, we will explore some of the more important metrics which you can focus on and try to improve.
First of those measurements is purely and simply, Traffic. The traffic on your website is defined by the number of visits (sessions) and visitors (users). This is an important metric because it will demonstrate how many users with a unique IP address visited your website. You may ask: “How many sessions should my website receive? What is a good number and what is a minimum number of visits my website should get per day/week/month/year?” Probably disappointing, but an honest answer to these questions is: “It depends.” There is not a specific number of sessions that you have to reach in order to be successful because it is all relative. If your website traffic last week was, let’s say, 100 visits and this week it is a 150 visits, then congratulations, your traffic improved! You have to set your own goals in terms of how many visits you want on your website, but also know why you want the visits on your website. Your goal is to improve your traffic gradually and then capture those clients and engage them in what your website is offering, which brings us to another important metric: the Bounce Rate
The Bounce Rate is a good metric to determine the level of user engagement on your website. If you notice that a large portion of the visitors to your site stay only on one page and then leave your site, you may have a high bounce rate. The reasons as to why your visitors do not explore your website further vary. It might be that your website is slow to load, aesthetically unappealing, or has content which does not interest the visitor. You may want to try and improve high bounce rates by making your website load quicker, easier to navigate or by posting more relevant content on the home page. The bounce rate will not specify how long each visitor stayed on your website, but the Session Duration will.
The Average Session Duration indicates how long users typically spent on your website. If visitors stay on your site for a few minutes, it usually means that your website is engaging and interesting. What is a good length of an average session? It varies by industry; if your website requires the visitors to read a lot of content, this in itself will increase the average session duration, if the content you’re providing is worth reading. Since the desired average session duration will vary depending on what type of industry your business is in, try putting yourself in your visitor’s shoes. How long does it take you to browse the website and get all the necessary information? Do you even need to spend a lot of time on the website before completing the required call-to-action? These are factors that determine how long new and returning visitors spend on your site.
Speaking of distinguishing between new and returning visitors, is your website attracting new visitors or does your traffic depend mostly on returning visitors? A metric called Percent of New Sessions will give you a better idea of what portion of traffic consists of new visitors. Preferably, you will want to have a good blend of new and returning visitors. Although it may seem as though a large percentage of new sessions will translate into a lot of new customers, you have to be wary of the reasons why more visitors do not return to your site after their initial first session. Those reasons overlap with some of the ones we mentioned earlier – website loading too slow, inferior website design that is not pleasing on the eye, not enough relevant information, etc. Your goal should be not only to entice new visitors, but also to retain a large portion of the new sessions as returning guests.
Web presence can play a huge part in a business’ success, and an effective website is one of the most important aspects of that web presence. Making sure that your website is functioning at a high level is crucial and with these website metrics you can track your site’s performance. There are many more metrics besides the four mentioned above, but in order to not get overwhelmed by all this data, start small and focus on improving only a few metrics at a time.
These website metrics also help confirm a successful search engine optimization (SEO) strategy. As your SEO improves, all of your website metrics should as well if you have a well designed and well functioning site. If you want more information on your metrics and if your site if fit to perform well, give us a call at 561-429-2585 or visit us online! Our West Palm Beach internet marketing agency can help you overhaul your current website, design a new one if that’s what you prefer and make sure that an SEO strategy is in place and the different metrics are recording the success of your internet marketing campaign!
With a business degree from Florida Atlantic University, Julie has years of experience advertising and marketing for several businesses including real estate brokerages and photography companies. She brings her background in writing, graphic design and communications, as well as her experience in the field, when assisting clients with their internet marketing needs. She treats every client with the upmost level of professionalism and care, ensuring everyone who works with Digital Resource has a smile throughout the process!