There aren’t a lot of secrets on the Internet. When it comes to your website, this includes who is coming to your site, who is leaving and how they are getting there in the first place. These gems of information are known as your website metrics. By tracking everything from bounces to conversions, your metrics deliver valuable information at your fingertips, which you can use to gather information and adjust your marketing strategy accordingly.
Despite its availability, many of us don’t take the time to check our metrics. But don’t miss out on the opportunity: no matter how good you do, there’s always a little room for improvement. Here’s a few tips from Hubspot on website metrics you should be tracking:
- The Bounce Effect
When it comes to bounce rate — people who leave after viewing a page — high is bad and low is good. That is, if you have a high bounce rate, this means that this page isn’t quite working. A low bounce rate means that page is working for you. According to Hubspot: “Comparing your high bounce pages to your low bounce pages is a great way to find out what’s working for your visitors and what isn’t.”
- The Conversion Game
The same goes for conversion rate: high equals good. Low equals bad. The conversion rate, the percentage of people who completed a desired action on that page, such as filling out a form, can tell you if your visitors are following through. Check to see if your landing page, the first page a visitor sees, is converting your visitors into leads. If they’re not, says Hubspot, then all of the traffic you are getting isn’t really valuable for your marketing efforts.
- A Traffic Jam
Don’t you want to know where your traffic is coming from? See how people are finding out about your site — and if your marketing and SEO efforts are coming to fruition. Says Hubspot: “Every business will have their own mix of organic, referral and direct traffic, so it’s important to watch over time so that you can track how your various marketing channels are driving traffic to your website.”
- Keywords: The Search is On
What words do people search when they find you? The might be searching your boss’s name, or might just find you by a random coincidence. Hubspot advises: “If you notice you’re getting traffic around a keyword you haven’t optimized for, you might have found a keyword that isn’t very competitive, but is still relevant to your business. You should build some content around that keyword to really leave your competitors in the dust.”
- Your Faithful Visitors
How many people come to visit your site over a given period of time? You can find easily find out. “A word of caution though: do not focus on the number of visitors as your most important website metric,” says Hubspot. “It’s important to see how many people are ending up on your website, but this statistic is more of a reflection of your off-site marketing campaigns, and not of your website itself."