Website Performance Statistics
Website analytic software tells you how your site is performing through important user metrics. These are quantifiable data that measure website marketing success. There are many analytic programs available that offer most of these statistics but for brevity, we will demonstrate using the Google Analytics user interface.
The first metric to familiarize yourself with is BOUNCE RATE. This is the statistical measurement for customer retention and indicates where website and marketing problems need addressing. It is the percentage of visitors that land on your site and leave your site from the same page and indicates that the information on the page does not meet their needs. You should view the traffic sources from Non Paid search results, Audience demographics, Mobile, Referrals and Content to determine which part of your website has the biggest problem.
The second metric that is a good indicator for website success is Average Time on Site. This is not a reliable independent measurement of user activity because there may be users with attention issues that iwll leave your page open while doing other things. This also depend supon the amount of information you have available and the types of media you serve up to your website customers.
The third metric to monitor is Pages Per Visit, which is a good measure for visit quality as it indicates targeted traffic and quality content. You can check your traffic sources, and bounce rates to determine website or marketing element to optimize.
Website performance goals in Google Analytics
Setting up goals that track visitor activity provides better measurements for potential customer conversions. Strong conversions could include the ordering process for your ecommerce site, or page visits in a particular order, for example, from your service page to your contact form, for service businesses. You can set goals for website or marketing improvements based on current metrics, for example, if part of the problem is that your are unable to keep the visitors attention after 5 – 10 seconds, you can create a goal to set a minimum requirement for what you believe makes a solid lead or conversion. You can put yourself in the customers shoes, develop a scenario, such as:
- you are researching a particular product or service and want to know price, procedure or place
- you heard about this company or website and you’d like to know who runs it, how it operates (or how long) and where they are located
How long does it take you to accomplish those tasks? That is how long you have to convert a dormant browser in to an active client/purchaser, and that is the time you should set when you create your goals. You can also hire a usability firm to conduct user testing which will aid in goal setting.
Finally, it goes without saying, that the number of unique visits provides all other data. If you run ad campaigns online such as on industry websites, local ad space or search marketing, you should familiarize yourself with other metrics such as referrals, and campaigns. Your ad campaigns should also provide important metrics such as click through rates and conversion rates to measure the success of your search marketing.
We’ll cover mobile, social and paid marketing measurements in future articles. In the meantime, if you’d like more information or a consultation feel free to contact MWC or we will answer your questions directly.