Understanding where your website is going right or wrong can have a huge impact on your decision making with your business’s website. Data driven decision making should be at the core of any informed business choice. The right tech stack will help with the data gathering process but paying the correct attention to the right metrics can be the difference between a failing website and a successful one. Therefore, we are going to talk about some of the main metrics you should be focusing on to gauge your websites success.
Bounce rate can mean a lot of things, so you need to be careful with how you use this metric. Understanding the context your users find themselves in when they enter your site will help you understand if your bounce rate is what it should or should not be. For example, if you have built a website that only gives information on the weather, a high bounce rate might mean that your site is working exactly as intended.
This is because the user has no reason to stay on your website for very long, which means they will bounce because of the nature of the site you have created. On the other hand, if you have created an informative blog full of long, detailed posts and you have a high bounce rate, that could be a cause for concern.
For many, the goal of writing long form content on their site is to increase the amount of time people spend on your website. Often, this is so users have more interaction with the business’s branding. So, make sure that if you are writing long form content, you have a low bounce rate to show that people are engaging with your content.
Technical frustrations can diminish the user experience significantly. Do not let technical hiccups ruin your website. This could be in the form of a poor web host or even a badly optimised website. Mobile is looking like the future of web browsing in a lot of industries so make sure you understand what your typical audience will use to visit your website and optimise accordingly.
Still, a good general practice is to ensure that your website can handle a varied of users. Website users will not wait around for your website to load properly and they certainly will not put up with layouts that do not fit on some devices. The page load time being slow be a result of a plugin (if you use WordPress) or other code surrounding your site. If you do not take care of these page loading issues, your users will be put off spending any time at all on your website so figure out what is making your site slow to load.
Page views are perhaps the most obvious metric to draw analytical perspective from, but it can be deceiving. High page view counts can be fantastic by if they are coupled with high bounce rates you might have a good heading but do not deliver on what you promised. Page views should often be viewed in tandem with other metrics to ensure that you are thinking about the entire journey of the customer.
Do not forget to do data hygiene with all your metrics like page view as well. Having the right software that can help you gather data will give you more data points then just Google Analytics can in its base state. There are amazing Tech stacks that can give you so much data you will not know what to do with it. The important thing to take away from your data is why and how your audience is interacting with your website.
To summerize, website metrics can provide a fantastic insight into how your audience uses your website. By understanding these key metrics in the context of user intend we can then draw insight. Gathering a lot of data can be incredibly useful, leading to massive success for the companies that are good at it. Your achievements will be hindered by the incorrect insight drawn from those metrics though.
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