Measuring the Web Look at Six Metrics
These six easy metrics will help us monitor and interpret how customers use your business website on a daily basis.
Have recently launched a new website design and are working hard to promote their products and services. But is the website successful?
To understand the effectiveness of a new website, you'll need to dive into a sea of exciting website analytics! Web analytics is defined as measuring and analyzing data so that we can gain insight and understand customer behavior in various ways. The more you know, the better.
Using these insights to create better experiences for customers means more sales. This is why analytics are important and an overview of six metrics to watch out for if we are to measure site success.
The Importance of Web Analytics
Here's a no-secret secret: online sales success is very predictable. And the reason is because everything - all movements, actions, and behavior - can be collected as data. It is this data that makes web analytics so important for small businesses.
After the website is redesigned, the new site is blank. Everything that is measured will be directly related to how well your website is performing for your company. With analytics - entrepreneurs have a way to analyze this website data!
Using web analytics tools, comb the data for insights and opportunities. Depending on what we find - good or bad - use these results to drive online sales and increase the impact of the marketing campaign. Data is the key to continuous improvement.
Measuring Web Analytics Helps:
- Understand customer behavior in real-time.
- Increase online conversions
- Tailor content for your current audience.
- Research your ideal audience.
- Set numerical goals for achievement.
- See what your customers like, want, and value.
With analytics, data reveals which parts of the website are working and which parts need to be worked on. Poorly performing call-to-action buttons, for example, could be scaled up to increase conversions. By making a simple change, you may find that more people will click the button.
The site owner will never know that the button isn't getting a click without taking a closer look at the data. Reviewing data and running tests like this one will help you determine how to sell more efficiently to customers.
Six Success Metrics Worth Measuring
Six important metrics should be measured when starting with web analytics. Here they are and what information they can help you understand.
1. Number of Visitors
This metric describes how many visitors a site receives at any given time. These visitors can be new or returning, and what you're looking for is an increase or a spike in trend data.
Marketing must increase traffic over time, so the number of visitors must increase.
A new visitor means a new person visiting the site for the first time. They are using certain devices, which are registered as recent visits (unless they are signed in to Google Chrome). A new visitor expires after two years, so anyone who returns within that time will be a returning visitor.
Returning visitors are people who have visited the site before and returned again. This metric confirms that the site is bringing people back to it.
The next metric is a pretty metric known as pageviews. This metric provides you with insight into how many people visited your total or individual website pages. Total page views shows how many pages on your site have been visited in a given period (day, week, month, and year).
Knowing where the website traffic is flowing provides the context in which customers want to go to the site. After a few months, graph this data to find content and sales opportunities for your small business.
4. Most Visited Pages
This metric is also known as top content because it refers to which pages on the site attract the most traffic. Usually, the page with the most compelling content is at the top of the list.
Use this data to improve underperforming web pages or blogs or ensure that important pages get the lion's share of web traffic. Find out what customers are looking for and what products or services they want so you can base future promotions on real data.
It's up to the content of the page to turn visitors into buyers - which wouldn't happen if there wasn't enough traffic walking through the page itself.
5. Type of Device
One of the most interesting metrics is device type, which indicates what device a customer is using to browse a website. Metrics like this can be used to launch successful marketing campaigns for specific devices (if you find, for example, 90% of customers shop on mobile).
Nowadays it is not uncommon to see a connection between sales and mobile users. Other types of devices include desktops, tablets, and "other" designations, including smartwatches and smart cars. Make sure your website is fully responsive on all of these devices.
6. Demographic Data
Demographic data is the last foundation metric you should know and is especially useful for targeted launch and marketing strategies. This refers to the origin of the customer, which can be helpful if they are concentrated around a specific city, state, or country.
Also known as the "visitor location" metric, this metric is useful for viewing new and expanding existing markets. Use these metrics to segment campaigns, invest wisely, and track expansion into new areas. It's also great for local SEO and tracking location-focused pages on a website.
Using Insights for Improvement
To get a clear picture of how this data affects your site, tracking and measuring these metrics is best done over several months or in a "test" window. Typically, overall insights are taken over three months or more so that historical comparisons can act as a basis for progress. Active testing must be carried out within a specified time frame or window.
Small businesses can significantly change this metric over time using a variety of marketing techniques combined with quality content creation and promotion. Start by testing a single page, and see if positive progress can be made using a specific marketing strategy (such as an ad that links to a landing page).
Ensure that your start page metrics are recorded (benchmarks), and goals are set before starting. Each test must have a time limit to be able to analyze the results properly. For example, run an ad linked to a landing page for a few days. Change ad title. Run the promotion again to see if your page metrics have increased or decreased. Adjust elements for the highest possible conversion.
Data tells you the most when compared to historical data or data from competitors in the same niche. Look for opportunities to increase traffic, increase sales and stand out from the competition!