10 WEBSITE METRICS YOU SHOULD MONITOR
are incredible. They provide us with loads of useful and great information with hours of entertainment. However, nowadays theres added pressure to keep them updated and performing effectively. A way to improve a website and monitor how its doing is through website analytics or metrics, and this blog is going to provide the top ten that are most valuable to know.
The first metric which how many times a user has visited your site. So when you visit a website such as this page, this is registered as one visit. The greater number of visits you get to your website, the more you can determine that its designed effectively and has efficient usability.
(2) Unique Visits
This metric measures how many unique users have visited your site. These users have visited the site more than once and have , rather than just visiting it once, and never coming back. So were not talking about hits, as hits arent a reliable metric. The main reason for this is that a hit indicates how many times a page was downloaded. So if you have ten images on your website, each would be downloaded, thus ten hits. However, you only visited the site once, so its not credible. Thus, you want to measure unique visitors instead.
(3) Page Impressions
Page impressions is a fancy word for page views! So whenever a page is viewed by a user, this will register as an impression. Sounds Impressive doesnt it?! However, just because you have a high number of page views doesnt mean that your website is designed well or has good usability. For instance, if a thousand people visit your site but no one purchases or they leave straight away, this means your site might not be that effective.
(4) Duration ()
Its quite revealing to find out how long someone has been on your site for. I mean you could be on a site for an hour, and might not actually have purchased anything. Or you could be there for five seconds and left. So knowing how long the average user spends on your site provides a great indication as to how well again your site is designed and its usability. If users arent spending that long on your site it could mean they dont like it! Or it could mean they actually found what they were looking for quickly.
if they are spending a long time on it, this could indicate they cant find what theyre looking for. Or that theyre really engaged with the site and love it! So its quite a misleading figure this one. Its only when combined with other analytics that you get an idea of your effectiveness.
(5) Churn Rate
This metric is usually used for email marketing and provides the marketer with the number of people subscribing or unsubscribing from their emails. If the churn rate is high then its probably best to rethink your email strategy, whether thats the copy, design, subject title or when and how you send it. As a high churn rate illustrates that people arent engaging with your messages. Conversely, a low churn rate means youve got an effective email marketing strategy in place. But as ever its not always that easy! Just because people dont unsubscribe doesnt mean they engaged with the message, as they might still have just deleted it!
(6) Attrition Rate
The attrition rate is more applied to e-commerce websites rather than your standard information only sites. This figure provides the number of visitors lost at each stage of the purchasing process. If the figure is 100% then this could mean someone visited your site by accident, and left straight away. However, the further you go down the attrition rate, the more problems the website might have in the purchase process. For instance, someone might not purchase a product the page loads slowly or the site has poor navigation or there are high shipping costs. Whatever the reason, the purchasing process is affected by so many variables, and this figure can indicate at which stage the buyer leaves.
(7) Bounce Rate
This is the percentage of users that visit a site, then leave it. Therefore, they go to the website page, then exit it straight away. This means that something initially attracted them to the site, but they left as soon as they got there, possibly because they clicked on the wrong link or the design or usability were poor. If the bounce rate is high then this could mean the landing page needs to be redone in terms of its design, usability and copy.
(8) Exit Rate
The exit rate is when a user visits your site, has a look around, then leaves. Therefore, you can see which page users are leaving from. This could be the landing page or a purchasing page or maybe the help page.
So there's a difference between the bounce and exit rates. If a user visits the site then leaves straight away this is measured as a bounce. Whereas if they look around the site and click on a few pages, then leave, this is an exit.
This is where the user has come from when they visit your site. So a user might have visited the site from a search engine, an email or possibly a social media channel. But knowing where they come from indicates where best to invest future time and funds into. If social media is playing a big part in generating traffic then more focus could be placed on this.
(10) Conversion Rate
Ive saved the best till last! As I feel the conversion rate is probably one of, if not the most important metric. This is the percentage of users who take action on your website whether thats purchasing a product, signing up to or registering for something. The call to action that you want them to perform can be measured from this figure. The higher the conversion rate, the more successful your website strategy is. For instance, if you run an e-commerce site with a high conversion rate, this indicates that you generate a lot of purchases and have a well-designed website with good usability.
So there we have it. Theres ten essential website metrics that every marketer should look at in order to implement and run a successful website.
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