10 Website Metrics To Track Your Website Performance- Part 2
The first part of the article has explained how tracking some important metrics can help you excel on SEO and conversion front. In this post, I will continue with where we left in the “10 website metrics to track your website performance- Part 1”.
So, let’s track some more metrics and see how they affect your website growth and how tracking them can help you thrive more and more.
10 website metrics to track on your website
6. Website’s top pages
This is one metric that you can easily track on the Google Analytics without much of the efforts. Go to Behavior tab and then Site Content>>All Pages of the Google Analytics. Here you will be able to see your top website pages which can be implicated from the amount of traffic volume they receive.
On Google Analytics you can easily discover the number of page views and percentage of page views in terms of comparison from other pages on the site.
Knowing which are your top pages that receive most of the website traffic is very important. Since these are the pages that gain most of the attention, you have to understand those pages and find out the good things that are making them popular.
For example, if the top page of your site is a blog post on a particular topic, you have a clear information that this topic is a hit. So, you need to talk more on that topic and produce more contents to get a thriving response from your readers.
If you are a blogger and struggle to find new topics for writing, this is the best metric for you to track. You can get unlimited ideas for your content marketing and blogging by tracking the top pages.
Please note: Traffic volume alone cannot determine the top pages of your site. you must also take other metrics like bounce rates, social share etc into the account. It might be possible that pages getting high page views are also getting similar bounce rate. Probably, your heading is attractive but not the content. You may have to work on your content optimization strategy.
7. Paid Website traffic
We talked about traffic sources in the previous part of the article. We also talked about the referral traffic that comes from other websites and sources other than your website and SERPs.
Paid traffic is one sort of referred traffic that may come from other websites like affiliates, from SERPs like Search Ads and from Social media like Facebook Ads.
In Google Analytics (GA) you can easily track the Paid traffic from Paid Search Ads. Tracking this metric will always help you to analyze if your Ad copies are performing well and bringing in traffic to the landing pages.
You can track the Paid search on GA, by following these steps:
- Select a date range you want to view
- Select “Acquisition” option and then go to “All Traffic“, then “Channels”.
- Here you will be able to see your traffic split into multiple channels. “Paid Search” is one of them. Here you can easily see the top search Ads that are performing best.
Tracking this metric will also help you to get deeper and discover if your target keywords and landing pages are effective enough or you need to re-evaluate them. This can be easily done by reading the conversion rate and bounce rate of the landing pages on GA.
8. Website loading time
Visitors today have gone very impatient about the website loading time. They take no time to abandon your site if it takes even a second more than their expectation.
What are their expectations?
Source: kissmetrics blog
- 47% of consumers expect a web page to load in 2 seconds or less.
- 40% of people abandon a website that takes more than 3 seconds to load.
- 1-second delay in page response can result in a 7% reduction in conversions.
I am certain that you definitely don’t want to loose such a huge share of visitors and customers just because your website is slow to load. Perhaps you understand now that tracking your website speed is important as every second matters a lot and it can cost you, customers.
There are various free tools and extensions available that can track your website speed and give you the exact metric. The page load time extension for Google Chrome and Page Speed monitor add-on for Firefox can be used to track the website load speed. Also, GTmetrix and WEBPAGETEST are useful web-based tools which can track your website speed.
Track your website speed. If it’s not up to the mark, adopt measures to boost your website speed. You know that it’s necessary and you need to do whatever it takes to bring the speed to the optimum.
9. New and Repeat visitors
Data about New and Repeat visitors on your site are two important metrics which together help you understand the website performance more deeply. An increase in the number of repeat visitors could be an indication that some of your pages, products, contents, etc are attracting them to visit again. With this data, you can discover which pages are attracting them, and how you can adopt more methods to keep up with the performance.
On the other hand, an increase in the number of New visitors will give you insights about the new contents that you have published recently. Perhaps your website has just started being ranked for some new keyword that is attracting new visits.
To track New and returning visits on your site you can use Google Analytics.
- Select a date range for your tracking.
- Go to Audience>>Behavior and then “New VS Returning”.
- Here you will find the visits split into New Visitors and Returning visitors.
10. Website Heatmap
Website Heatmap is a very crucial metric that tells a lot about your site’s usability in the real context. By combining all the 9 website metrics mentioned till now you will have a treasure of data. However, you will miss a very crucial one if you do not track your website heatmap- Site Usability.
By tracking your website’s heatmap you can have real data from real users on your site. Also a deep insight to how your visitors are interacting with your website. Click heatmaps will tell where they are clicking and where not. Scroll heatmaps will help you to know how far they are scrolling down on your pages.
With this data by your side, you can always make an informed decision about the changes on your site. You will have a better insight into correct location to put the CTA button on the page so that it will have maximum attention and click through.
Moreover, a click heatmap can also track the elements on a page that are acting as a distraction to the conversion of important page elements. With this insight, you can easily remove those distractions and ensure that your primary conversion goal is achieved seamlessly.
How to track heatmap metric?
There are various website heatmap tools that can be integrated to your site and start tracking the heatmaps right away. MockingFish heamap tool is available with a free trail for a whole one year. You can try this tool to see the difference.
When compiled together, these website metrics will give you a massive variety of information. However, you must understand that not all these metrics directly improve your website performance. Instead, you will have to analyze the data and understand the implications that can be used to boost or save your website performance.
For example, simply tracking the Traffic Sources will not improve your website performance, understanding what an increased Search traffic or decreased Referral traffic imply about your site will help you improve the performance. So, you have to be a good Analyst to understand these metrics, their implications, and further measures that are needed to be taken.