Your business has a website, and you think it’s pretty great. Know what’s even better than having a website, though? Having a website that works.
One of the great things about the digital world is the abundance of data that’s available to be measured and tracked. Traditional marketing has long relied upon a combination of guesswork and statistical inferences that left substantial room for disagreements about what tactics actually generate results. Simply put, success was hard to measure. Not so with digital marketing. With today’s marketing tools, measuring success has never been easier.
Here’s what that means: You can actually know whether or not your website is working. So, is yours? Here are five essential stats to help you know if it is.
One of the most obvious statistics to keep tabs on is how many people are visiting your website. Visitors, or users, are a good initial measure of the impact your website is having, and they’ll give you a basic idea of how your traffic-driving tactics are working. In the marketing funnel, this is an easy way to keep track of the top end.
If you’re short on visitors, you’ll want to invest in search engine optimization to make sure you’re getting found. The truth is that you need visitors, because they’re the bedrock of website success.
2. Source of traffic
Monitoring the sources of your traffic is also incredibly important. That’s because knowing where your visitors are coming from will give you insight into which of your tactics are working. You’ll be able to see, for instance, how effective your social media strategy has been in driving visitors to your site, or how you’ve been doing on Google searches.
3. Bounce Rate
Bounce rate is an interesting statistic – it will tell you the percentage of visitors who leave your site upon landing, as opposed to clicking through to another page. This can help you to measure the effectiveness of your landing pages and the value of your content. After all, if you’re not showing your visitors what they’re looking for, or something that they value, they’ll leave.
Here’s another, closely related statistic to keep in mind as a bonus: pages per session. This is the mean number of pages that visitors see before leaving your site. It’s another good way of measuring how effective your site’s design and content is.
4. Pages Visited
Once you know how many visitors are coming to your site, how they’re getting there, and whether they’re staying, you’ll want to know if they’re getting to the right pages. What pages do you want your visitors to see? Well, which pages will generate conversions? You can also measure the effectiveness of different posts, articles, landing pages, etc. in reaching your audiences.
Finally, the most important statistic of all: conversions. For nearly all businesses, this is the purpose of having a website. Conversions will certainly vary across different business models; one site’s conversions may be simple email signups, while another site’s may be purchases. At the end of the day, though, this is how websites generate leads, and ultimately, sales.
While tracking the hard, total number of conversions is perhaps most important, tracking conversion rate is helpful as well. This is the percentage of visitors who convert. It can help to show the effectiveness of your design, messaging, and content – and obviously, the higher the better.
These five stats are a good place to start to help you find out if your business’ website is working.
Of course, measuring your success is one thing; achieving good results can feel more difficult. First of all, be encouraged. Awareness is the first step to improvement, because what is measured improves. And if you need tactical advice, get in touch with us. We’ll provide you with a free online audit of your current tactics, and discuss a sketch of what a viable strategy would look like.
Don’t just have a website. Have a website that works.
Want help getting started? We can review your website and let you know what’s working – and what isn’t. Get in touch with us here. We may be a Frederick, Maryland website design company, but we’ve worked with companies around the world. We can help you create a digital strategy that will have real results.
Jon is an inbound strategist with a passion for helping clients take the mystery out of their marketing. His goal is to write about digital marketing using as little jargon as possible. He’s watched a few too many Pittsburgh sporting events.