Websites are as different as snowflakes, but there is one thing that unites them all – important web metrics. Regardless of the industry or the specifics of your individual website, there are certain metrics that are vital to monitor. These five metrics speak to the health and effectiveness of your website:
A “bounce” is counted when a visitor arrives to a page on your site and then leaves without visiting any additional pages. Obviously, you want your bounce rate to be as low as possible because that means that visitors are engaged and staying on your website. Bounce rates can vary a lot from site to site but in general a bounce rate above 30% is considered high. High bounce rates are indicative of low-quality content, a poor crosslinking strategy, website errors, or an inferior user experience. Improving any of these aspects is likely to improve your bounce rate metric as well.
Time on Site
This metric is pretty self-explanatory. “Time on site” measures how long someone stays on your website and can be influenced by the same factors that affect bounce rate. Generally, these metrics go hand-in-hand because sites with high bounce rates also have a low time on site. However, a low bounce rate does not necessarily correlate with a good time on site. In order to keep visitors on your website you need to give them what they came for – the answer to a question, the product they were looking for, the information they wanted to learn more about, the thing they wanted to sign-up for or download, etc. Then, once you have fulfilled their initial need, you need to give them a reason to stay. This is why blogs always have related articles, recent posts, archived topics, and other supplementary content to offer readers.
Pages per Visit
Again, this metric is exactly like it sounds – pages/visit is the average number of pages that a person visits before leaving the site. For sites that have lengthy content like whitepapers, long articles, and videos the average time on site can appear very positive even if visitors didn’t view anything else. This is why you should also monitor your average pages per visit. Just like time on site, the goal with improving the pages/visit metric is to convince visitors that they should spend their limited time on your site learning more about what your business can offer them.
Individual Pages Viewed
Knowing how many pages visitors access is important, but knowing which pages they visit is even more crucial. Reviewing your top pages will allow you to see which pages are visited the most often (as landing pages, accessed pages, and exit pages) and get page-specific metrics. You can use your most popular pages in a variety of ways like featuring them in your navigation menu, promoting them in your newsletters, running paid ads to direct additional traffic to them, etc.
Site Load Time
Site speed is now a factor that is taken into account for website rankings, which means that site load time is something you should keep an eye on. Pages with a long site load time should be modified to allow them to load faster by reducing image sizes, removing flash elements, compressing page bandwidth, enabling browser caching, cleaning up the code, limiting redirects, and reducing browser plugins.
Bonus: Pages with Errors
Webmaster Tools will allow you to see which pages have errors that are preventing browsers or visitors from accessing your content. The number of pages with errors can tell you whether the errors are isolated incidents or if there’s something wrong with your site’s architecture or online presence. Fixing these errors is key to allowing your site to be accessed by the most people, on the most devices, in the most places possible.
Contact the Netrix Digital Marketing Team to have us design you an e-commerce website that converts! Our in-house team of web designers and web developers have extensive experience across many different industries and would love to help you take your business to the next level!