6 Key Website Performance Metrics You Need to Be Tracking
There are always things you can do to improve your customer’s digital experience. We take a look at the key website performance metrics to help you track this.
Marketing costs are on the rise in the UK, and they now make up for an average of 9.3% of revenue. Fortunately, with the proper insight into your marketing strategy, you won’t have to keep up with these trends.
In fact, just by tracking the right metrics, you could save your company a lot of money while improving your sales funnel. Let’s talk about the key website performance metrics and how to use them to benefit your company’s website.
What Are Website Performance Metrics?
Key performance indicators (KPIs) are important in every aspect of your business’ marketing strategy. Although, there are few aspects as central to your marketing strategy as your website.
A business’s website is where the email, social media, SEO, and ad campaigns attempt to direct users, in most cases. Therefore, there are several important metrics to track to get the most out of your website and, consequently, your marketing strategy.
These metrics offer insight into your customer experience, the effectiveness of your marketing strategy, and the performance of your website. All of these add up to building a more effective sales funnel, which means more business.
While there are several KPIs related to your website, here are a few of the most important metrics to begin tracking today.
1. Website Traffic
Many would argue that the quality of the traffic that a website brings in is more important than the volume. However, it is a very important metric to track.
Tracking who is coming to your website and how they are arriving there will help you track the effectiveness of your marketing strategy.
For example, you may discover that many users are directed by your PPC ads and social media, but that traffic is low from search engines and email. In this case, you will know to increase your digital content marketing strategy.
2. Page Speed
Page loading speed is critical for your website’s user experience, conversion rates, and even SEO value. Believe it or not, the average user only waits 3 seconds for a page to load before exiting. This ties page loading speed to another key metric; your bounce rate.
If a user clicks on an advertisement or a result on a search engine and the page doesn’t load, they won’t wait long. The easiest way to improve your website’s bounce rate is to improve your page speed.
Most analytics tools will allow you to track your loading speed across your website, as well as the bounce rate. Some will even offer insight into what is slowing down the page.
3. Time To Interact
Time to interact is the measure of how long it takes users to click on links or interact with parts of your page while scrolling through.
This metric is important because the sooner that users begin interacting with a site, the less likely they are to leave it, which will also improve your bounce rate.
An example would be on an eCommerce store. If a user adds their items to their cart and wants to go to checkout, the time it would take for the checkout button to appear and function properly is the time to interact.
4. Error Rate
No matter how good a website is, users will find the occasional error. However, your error rate is an important metric to track, as it will tell you when it’s time for site cleanup.
Having a high error rate looks bad to users, and it will also harm your website’s SEO value. When Google’s crawlers find too many errors, the algorithm will penalize your site.
This metric is easily tracked on the main online tools like Google Analytics and any issues with errors or redirects should be addressed promptly.
Similar to your error rate, your uptime is the amount of time that your website is available to users. This has a serious reputational and UX effect that could damage your website if it isn’t properly tracked.
That’s not to mention the lost business during the time that your website remains down. To prevent this from happening, your website hosting server requires frequent and consistent testing to ensure that it is functioning properly.
6. Conversion Rate
Lastly, and most importantly, is your website’s conversion rate. Conversions are the intended interaction that you want from users on your site.
An example of conversion for an eCommerce store is making a sale, whereas an example for a political organisation is signing a petition. A conversion is different for any website, but here are some examples:
- Signing up for a newsletter
- Opening a membership
- Making a purchase
- Donating to a cause
- Clicking a link
- Reading an article
The list goes on. The reason that these are so important is that your conversion rate is the entire point of your website in most cases. Tracking this, along with other metrics on this list, is the first step toward making the necessary improvements.
Spending more money on PPC ads is not always necessary. In many cases, spending money upfront to improve your conversion rates is all that you need to both save money and earn more!
Put Your Tracking To Use!
Remember that tracking your website performance metrics is only useful if you build upon what you learn. The best way to do that is with professional web developers who specialize in UX and SEO. Keep up to date with our latest news and don’t hesitate to contact us with any questions!