There’s more than one way to know if your website’s working for you.
If your looking to measure the success of your website, simply looking at the number of pageviews on the backend dashboard doesn’t necessarily tell the whole story. Just because you’re getting people in the door doesn’t mean they’re engaging with you or feeling compelled enough to hang around or make a connection.
It can sometimes be difficult to know what’s working and what’s not on your website, but there are a few ways to measure your site’s success.
1. Install Google Analytics
The simplest way to work out your websites conversion rate is to use an analytics tool such as Google Analytics and set up Goal Conversion tracking, which can help you determine how visitors are interacting with your site. Google Analytics lets you analyze visitor traffic and paint a complete picture of your audience and their needs, wherever they are along the path to purchase or hire.
2. Measure Comparatively
Compare the number of monthly visits to last month or last year. This seems obvious, but showing side-by-side comparisons of number-to-numbers will help you plan for hitting next month/year harder if the numbers are down.
3. Keep It In Context
Depending on the type of website you operate, the metrics are going to mean different things. Having a high bounce rate isn’t such a bad thing for a website like WebMD where people are just looking for a specific answer. If it’s a branding blog with some articles, you want people to hang around.
4. Measure Macro-conversions
Macro-conversions are achievements made by users on your site that involve purchase. These are actual instances in which a sale occurs.
5. Measure Micro-conversions
Micro-conversions don’t really denote a sale, but they’re no less valuable. These conversions happen when a visitor subscribes to your mailing list, reads articles, likes a Facebook post, shares content, or downloads an eBook. These little engagements help to establish a connection to your audience and your brand, which could [over time] turn into real dollars and brand advocacy.
6. Talk To Your People
Metrics don’t always tell the whole story. Sometimes your visitors will tell you more about what you’re doing right and wrong. If someone offers you personal feedback, use that opportunity to gain insight. Learning what users feel and think about your website is extremely helpful.
7. Reassess Regularly
Take time [weekly] to check your metrics. We’re all busy all the time, but a few minutes on a Friday dedicated to reviewing the weekly performance of engagements. It only takes a few moments and it could essentially effect the direction of the following week.