Success cannot be reduced to numbers, but it can certainly depend a great deal on them, which is why so many experienced marketers turn to their metrics for guidance. Whether you’re looking to push your website towards the top of the SERPs, get more visibility for specific landing pages, improve engagement among your customers, or make the most of your existing website traffic, numbers are the only trustworthy indicators of what roads you need to take.
Getting lost in those numbers can be too easy, though, which is why many SEO teams and content gurus need some guidance as to what metrics they should focus on in order to accomplish their goals. We’ve decided to bring those vital metrics into the spotlight, to make the process simpler for your team, and to help you find the best solutions for boosting the success of your own website. Here’s what you should pay special attention to and what’s necessary to make the most of your web presence.
1. Average time spent on any page
Simple analytics tools easily show you how much interest each individual page gains from your visitors, and that is reflected in the average time your visitors spend on any given page. It’s a value that shows the average among all visits you accrue over a period of time, and signals when you need to improve certain pages in any way, be it loading speed, reducing pop-ups, or offering clearer CTAs.
It’s essential to learn how much time you have from the moment someone lands on your site until the moment they decide to leave, so as to improve the overall customer journey by checking the quality of every touchpoint your customers use to interact with your brand.
2. The most common landing and exit pages
Knowing which pages garner the most interest is as important as recognizing which pages “hook” most of your website visitors, and which of them tend to “lose” you customers. The starting point of each customer journey is a landing page, whereas the exit page shows you where their interest dwindles, so they abandon your site. To effectively measure the quality of your entire website structure and content, it’s essential to use reliable reporting software that will seamlessly collect all the relevant data, extract the needed conclusions, and filter the irrelevant factors.
This, in turn, will give you a long-term overview of how users interact with each individual page on your site, to improve the ones that have earned their “exit” status, and to maximize the potential of those that still haven’t become effective landing pages for your users.
3.The bounce rate on your site
This is often dubbed the most dreaded metric for many marketers, but also the most useful to those who aim to improve the quality of their website experience through better engagement with each visitor. The bounce rate on your site shows in which instances users stop by your site, get a glimpse of that single page, and leave your site without any significant interaction.
If a particular blog post, a check-out page, or a product category consistently earns you high bounce rate numbers, you have a clear pointer as to the moment when you lose your customers and what needs to be done in the quality of those pages. The bounce rate of your site has a direct impact on your SEO efforts, and it should be a red flag for devoting more attention to the pages that earn you such bleak numbers.
4. Site sessions and return visitors
When you look through your Google Analytics metrics, you’ll notice that in addition to counting unique site visitors, or first-time visitors, you also have access to numbers that indicate sessions. The latter refers to all website visits no matter if they come from a new visitor or a repeat visitor who regularly spends time on your site. Both of these linked metrics help you determine how well your site retains visitors and why (if it’s due to appealing blog posts, sales, or new product collections), and how successfully you attract new visitors.
By monitoring how both of these numbers change, you can leverage your website content to ensure the growth of both metrics in order to grow your business more effectively. After all, two of the most vital goals of a strong marketing strategy focus on improving customer retention and acquisition.
5. Social media-related engagement
Website visits aren’t always strictly owed to search engines and the SERPs, but you can also look into how your website-related content pans out on social networks. When you regularly post updates about your products, share links to your blog posts, and take similar social actions that will inevitably lead to your website traffic grows, you also need to take those numbers into consideration.
Social traffic is essential for your business, and it can be a major source of new visitors, conversions, and lead generation. That said, you should include your social pages and profiles into every monthly report, too. You’ll soon find out what kind of website-related social content gets the best click-through rates, and when you need to post in order to gain the most visibility.
Of course, there are other metrics that will serve as good performance indicators for your website, so it’s vital to continue learning about each and every one of them to enrich your own reports and make the most of your digital endeavors. Keep an eye on these particular numbers continually, and you’ll get access to the intricate behavioral patterns and preferences of your customers, and learn how precisely you need to improve your website to increase their interest and earn more conversions.
Jolene Rutherford is a marketing specialist – turned blogger. Interested in digital marketing and new technology trends. Love sharing content that can help and inform people.