To truly know how successful your website is you need to dive into data and analytics, which are the basic metrics foundation.
So what metrics should you be checking on your website?
Number of visitors and their source
When marketing your ultimate goal is to bring traffic to your website since it is your home base. Therefore, you need to monitor your website regularly to check which campaigns are working and which ones are not. This is indicated with an increase or a decrease in traffic. When you see an increase of visitors on your website, you will want to know their source. It could be from social media platforms, referrals, direct visitors or google search. This will help you know where to focus your marketing on and where not to market.
New visitors’ vs returning visitors
This metric will help you know how valuable your website content is. If the number of returning visitors is high, it means that they found your content useful, therefore, you can continue to create such content.
If you are looking to drive traffic that is more organic to your website, new visitors are of importance to you.
This is the percentage of your website visitors, who only view one page before leaving your site. This could be caused by:
- the site took too long to load
- there was an error page
- they did not immediately find the content they were looking for
- they were not compelled to go further from the page they landed on
Therefore, when conducting a marketing campaign always leave a link that will lead them relevant to the page you want them on.
Average sessions duration
Sessions refer to the number of visitors to your website. The average session duration shows how long visitors spend on your website. This will help you know if they found your content valuable and worth viewing at length.
This shows the total number of pages viewed. This metrics will help you know the most visited pages. You will be able to know if the whole website is useful or specific pages, therefore, you can know how to bring more viewership to the other pages on your website.
When you are running a marketing campaign and your main goal is to drive people to your website through the ‘learn more’, the exit rate shows you where exactly the visitor left after landing on your website.
Conversion rate is the percentage of visitors who complete your desired campaign objective. This could be sales, subscribing or downloading your app. This indicates how successful your campaign is depending on the numbers.