Let’s start by looking at a possible scenario, how do you know where your prospects are coming from or how many visitors are bounding off of your site and going elsewhere, so you can make decisions to improve their experience and achieve your business goals?

It is website Metrics that will help you understand what’s working well or what’s not, from how your site visitors landed on your site to your total conversions to keyword performance. Metrics are the indicators you need to track to figure out whether you are meeting your goals with your website.

Or, in case you don’t understand your website metric and data, chances are that you will miss out on valuable insights and opportunities.

Let’s go for an exploration of multiple growth metrics that can help you to analyse the growth progress of your business.

Some of the major website metrics to track website performance

Website metrics may seem overwhelming at the beginning, but once you grasp the basics, it becomes an invaluable resource to improve the user experience and, most importantly, to generate more leads and increase revenue.

Here are some examples of metrics to track:

1. Source of traffic

Image source: Google Analytics

Your website visitors’ digital journeys can be traced back to various Traffic sources. Tracking the traffic source will enable you to explore whether they accessed your site via social media platforms, organic search, referrals or paid search strategies.

Here the direct traffic comes from users who arrive at your website by entering the URL directly or via a browser bookmark. Organic traffic comes through non-paid results, while referral traffic comes through links on an external website. All these will help you identify which content is working well.

Even with the help of traffic sources, you can easily make sense of other data on your website as well. Suppose your average session time is three minutes, and exploring the traffic source linked to this data will let you unlock valuable insights.

2. Conversion rate

Conversion rate is one of the crucial SEO metrics to track. Conversions work great to investigate directly whether your SEO strategy is working. With the Conversion Rate, you can measure the percentage of visitors who perform the desired action.

It will help you determine how effectively your website’s content drives your visitors to take the desired action, including subscribing to a newsletter, making purchases or filling out a website form. The higher your conversion rate, the better you are performing. If the conversion rate is low, you can detect where users drop off so that you can make changes in order to improve the user experience.

Related read: What Is Website Conversion? And Ways to Improve It

3. Bounce rate

The bounce rate is the ratio of the total website traffic to those who leave the website immediately after visiting. And there are tons of reasons why this happens; it can be the design that looks dull, or it’s just that visitors can’t find the information they are after.

A high bounce rate can affect your SEO ranking negatively by making your site appear lower in search results. On the other hand, a lower bounce rate means that more of your visitors stay on the website longer and check out the content.

4. SEO health

With the SEO health score, you can determine the degree to which a website is optimised for SEO. You must perform a thorough website check-up to ensure all on-page SEO factors are well-optimised. If your site is full of broken links, slow-loading pages or other technical issues, your site will get a lower health score.

5. Keyword ranking

Keyword ranking will show you the visibility of your website on search engine result pages for specific words and phrases. You can understand which keywords you rank on and determine the keywords you need to optimise. The higher your site is ranked for relevant keywords, the more visibility it will have to your audience.

Suppose you operate a painting company, for example. In that case, a search query containing the word “commercial painters” might relegate your site to the third page of results. However, by employing effective SEO strategies that prioritise the keyword “commercial painters,” you can significantly improve your website’s ranking for searches related to that term.

6. Backlinks

You need to analyse your backlinks and competitors on a regular basis to find fresh opportunities to build backlinks. Because the wrong type of links can harm your website and affect your ranking negatively, impacting organic traffic and revenue as well. So, the more insights you have on your and your competitor’s link profile, the better your chances to improve your strategies.

7. Organic performance

You should track the performance of organic traffic from organic keywords to organic positions to monitor your site’s organic performances. Organic traffic usually comes to your website through unpaid or free search results.

Organic traffic insights are efficient in helping you understand what is going on on your website so that you can incorporate practical strategies. You can opt to measure your overall organic traffic, including the traffic from a specific set of keywords.

8. Google My Business

Track insights about your business’s online performances on your Google My Business profile and analyse your business’s growth. Measure everything from how customers search for your business in Google to where customers view your business on Google, the platforms and devices they are using, to the most common actions that customers take. Get any of the metrics you desire and gain in-depth data.

9. Click-through rate (CTR)

Click-through rate is the ratio of the number of clicks on a particular link or CTA. CTR is an important metric to monitor as it helps you understand what works and what doesn’t to reach your target audience. It is an indication of better user engagement and signifies increased traffic. A low CTR indicates that you are targeting the wrong audience or the strategy is not strong enough to convince visitors to click.

Generating more leads and orders through the website is the goal

In short, metrics are the numbers behind certain variables related to a website. Tracking and measuring metrics does more for a website than just giving reassurance. And with all the information in hand, website metrics will help you determine directions, establish a focal point, drive performances, make decisions and more. Examining website metrics of organisations or businesses can gauge their online achievements.

Your business website can grow in various ways through traffic, conversion rate, customer base or more. Knowing how correctly it performs will allow you to plan for future opportunities and improvement, resulting in more leads and orders because all the numbers in reports will assist you in developing an action plan to maintain an attractive site, ensuring a satisfying user experience.

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