The best way to make logical website improvements stems from website metrics.

Real-world data provide insights into how users find and interact with the site. The Web metrics reveal ‘easy wins’ and underperforming assets.

Website performance metrics are found in tracking tools. A longer timeline of their use presents better data.

This article covers several metrics and how they’re used. Plus, ways metrics generate a better experience and more sales.

Log into your analytics account if you choose to follow along. Let’s begin.

The Website Metrics Every Site Owner Needs to Understand and Use

One could go insane trying to understand every data point found in their analytics. Likewise, numbers can disrupt efforts as obsession overtakes action.

Focus on these tracking metrics for the biggest ‘wins’:

1. Conversion Rate

Conversions are most important as this reveals how many visitors engaged an offer. Offers could include:

• Shopping cart checkout
• Email newsletter opt-in
• Social share or contact

Global conversion rates are about 2.59%. Anything over this means you’re doing a fantastic job. Make improvements by testing page copy and call-to-actions.

2. Website Traffic

Website traffic is the total number of site visitors. Traffic is a top-tier metric typically used for site performance and popularity. This traffic reveals:

• Entry pages
• Search queries
• Referrals
• Device type
• User location

Each sub-metric is an explorable avenue with optimization. Refine those entry pages to increase site dwell time. And, tap referral traffic sources to find related domains you could gain backlinks.

3. Average Session Duration

The ‘Avg. Session Duration’ is how long people spend on your website. The metric is a rough understanding of the site’s engagement level. Aim to create long SEO content to increase ‘stickiness’.

‘Sticky’ websites:

• Increase share rates
• Decreases bounce rates
• Displays more offers

Track pages with the same entry/exit activity. The activity shows what’s preventing visitors from going further into your website. Try adding internal links and visual cues to explore more pages.

4. Traffic Sources

Traffic sources are how people find the website — including:

• Organic
• Direct
• Referral
• Social

Click on each in Google Analytics or Funnelytics for a detailed breakdown. Use this info to double-down on growth strategies and outreach on the platforms.

5. Top Pages

The ‘top pages’ are your best performing web pages.

Use the data collected from these with:

• Rank tracking
• Keyword tracking
• Link building

These become your ‘money pages’. Try tweaking them to include valuable offers and promotions. Update them frequently — expanding their value — to keep them ranking well in search engines.

6. Bounce Rate

The ‘bounce rate’ is how frequent people leave your website.

Analytic tools provide a general bounce rate and one for each page. Use this metric to determine underperforming pages. Then, try reworking the pages including more content and easier-to-use formatting.

Likewise, bounce rate can indicate lackluster traffic sources. Use the metric to remove outreach efforts on platforms showing abysmal engagement.

7. Cost Per Conversion

The ‘cost per conversion’ is how much you’re paying to get someone acting on an offer or set engagement. The CPC should show higher returns than money spent on paid efforts else you’re operating at a loss.

The Next Steps of Tracking Data

The website metrics provide insights used for A/B testing and conversion optimization. Plus, real data leveraged into search engine optimization efforts.

What’s next?

1. Set metric-driven goals for the site’s growth
2. Use data to discover the ‘low-hanging fruit’ for easy ‘wins’
3. Improve the site experience identified in under-performing pages

Website traffic data is a lot to take in. But, is the best way to make logical growth decisions for your online projects.

Need help understanding the data? Want to maximize your site’s potential? Check our blog for more tutorials!