How do you know when your website is on top form? It is amazing how few businesses can answer this straightforward question. After several months or maybe years after a website’s launch, they are still unclear as to how to quantify their website’s performance. Performing well or badly? The truth is that most businesses simply don’t know to put a value to it. They don’t know what to measure.
How do you know if your marketing tactics work? This is a question that all marketers and business owners should be asking regularly.
The Only Way to Understand How Your Website is Performing is to Study the Analytics
Your website analytics can help you to track, manage and monitor the effectiveness of your marketing plan. In inbound marketing, the plans that you will execute will have measurable key performance indicators (KPI). These KPIs will help you measure your website performance. They range from analysing the number of follows on social media to more complex indicators such as conversion ratio.
Monitoring your website analytics regularly will allow you
- To identify what’s not working
- To identify what’s working
- To adopt more of the working plan to improve performance
- To identify other ways to improve
Your website analytics will provide masses of data allowing you to analyse marketing performance. Below are some of the metrics you should monitor regularly.
The importance of this metric has dwindled of late. Many people don’t feel it is very important, and to a large extent, they are right. Measuring your session cannot show where improvements need to be made to attract more traffic, but it indicates when there is a problem. And a dip in your sessions is a signal to dig deep into your other metrics and identify where the problem lies. Sessions is a great metric to measure the growth of your website, and it is crucial to your website success.
2. Traffic Source
This metric tells you where your traffic comes from. It is a great performance indicator for measuring search engine optimization efforts. There are three traffic sources to watch out for and measure, they are;
- Organic traffic
- Direct traffic and
3. Index pages
Index pages is a measure of the total number of pages crawled by search engines as a component of your website. These pages have received at least one organic visit from the search engine. Blogging is a great way to increase the number of indexed pages. It will improve your search performance results, as it will expand your reach online.
4. The conversion rate of your landing page
This metric measures the ratio of visitors who fill a form on a landing page. This is a crucial marketing metric as the forms are what qualifies if a site visitor is identified as a Marketing Qualified Lead (MQL). Depending on the industry, a good conversion rate is usually around 3% to 5%. The higher the landing page conversion rate the better.
Measuring your website performance will make your marketing efforts more effective, and you can concentrate on the marketing tactics that work best. This will result in more quality leads and a better understanding of how you acquire them.