As India becomes more dependent on the internet, a website is a must-have marketing tool for your company. When you want to maximize your web presence, studying your website KPIs can help. Tracking these website performance metrics tells you what’s working and what’s not, so you can make your site more effective.
Web traffic refers to the number of web users who come to your website. This is one of the most important website metrics you can track — it lets you know if internet users can find your website. Your traffic numbers also tell you how your marketing efforts are doing. If the traffic grows steadily, you’re on the right track; if it’s dropping, you may need to adjust your search engine optimization strategy.
When people visit your website, they can get there one of three ways. They can enter your URL directly in their browser, find you through a search, or click on a link from another website, also called referring websites. These links are a great way to evaluate your marketing efforts. If you see that a Facebook post is driving a lot of traffic to your website, you might decide to invest more money in that platform.
Sometimes, the links are from websites you don’t own. Imagine that you open your Google Analytics account and see that 25% of your web traffic is coming from a specific URL. When you click over to that website, you see that the traffic is coming from a blogger’s positive review of your company. That information can be useful for your web strategy. You might take out ads on the blog, or send the blogger free products in exchange for more reviews. If the blog is about a specific subject, you could assume that your customers are interested in it — then, you could take out ads on other websites that focus on the same subject.
This metric measures the percentage of users that land on your website and leave right away. When your bounce rate is high, it means that something is going wrong. Is the navigation confusing so users can’t find what they need. Does it load slowly, making them impatient? Is your most valuable content located at the bottom of the page? Users might be assuming they’re in the wrong spot. As you find and fix problems, your bounce rate should drop.
The most-visited pages metric is simple — it shows you the pages on your website that get the most visitors. Why does that matter? It tells you what your audience wants or needs, which can affect your marketing strategy. If you run a blog, you might look to your most-viewed posts to see what topics or pages your readers respond to. If visitors flock to your About Us page, you might assume that they’re interested in your origin story. On the flip side, it could mean that you need to make your service offerings more obvious on the home page.
Website performance metrics seem like simple numbers, but they provide a wealth of valuable insight. When you monitor each metric over time and correlate it to your other marketing efforts, you can adjust your strategy to boost your web presence.