Top 5 Website Metrics You Should Track

If you have an online e-commerce store, then your website is your business. To ensure your business is as efficient as possible, you need to have the correct information to point you in the right direction and ensure that you are working on the correct improvements by tracking some website metrics.

Data analytics is what enables you to gather this information. Generally, you need to gather information in many areas of your business to increase efficiency. However, in this article, we’ll focus on website metrics and the ways in which they allow you to scale up your business. This could be increasing sales, getting more leads, or simply analyzing and making sure you’re attracting the correct traffic.

But integrating metrics into your website can prove to be more difficult than you initially think. Fortunately, many of today’s websites are built with some kind of CMS – WordPress being the most prominent one.

The Impact of Metrics On Your Success

First, we have to understand what metrics are and why you should track them.

The simplest definition for website metrics is data points you can track. All the data you collect from your website can be categorized into different metrics. These data points range from audience-related metrics such as demographics to website performance-related metrics such as most visited pages.

The most common use of metrics is in advertising. When you set up an advertisement on Facebook or Google, you can track how it performs through the analytics tools these companies provide. This helps you determine which ad is performing the best so you can put more time and money into that or similar ads.

Bear in mind, website metrics are useful even if you have no running ads. They help you determine the pain points of your website or the best-performing parts of your website.

In short, website analytics help you get the most out of your website. A website with analytics has a much higher chance of success than a website without any tracked metrics.

Let’s get into the metrics you should track.

1. Visitor Count

Tracking the number of visitors is the basic metric you should implement right after you build and publish your website. Before you can make any sales or get any leads, you need visitors. If the number of visitors is low, the other metrics quickly lose their weight.

It’s usually quite easy to track your visitor count as most hosting providers will now include some sort of traffic measurement tool. Eltris comes with cPanel, which does include a few tools such as AWStats to view your traffic.

However, the most recommended tool for website analytics is Google Analytics. It’s free to sign up for and gives you a tracking code to install on your website to enable all the tracking features of Google Analytics.

Once you’ve added visitor count tracking, you’ll be able to know how many people visit your website in a certain period. If you see a spike or sudden decrease in traffic, you should investigate to see what caused it.

In the future, you can delve deeper into traffic analytics to separate them by source, medium, referral, and more.

2. Session Statistics

One session refers to the time period from when your visitor opens your website to when they exit it. In short, it’s the time a visitor spends on your website – and it can be tracked across different pages.

There are two important metrics to track here:

  • Page views per session
  • Session duration (or engagement time)

The number of pages your customer views per session can be interpreted differently depending on your website. For example, if you are trying to keep your customer’s attention on a landing page, then having a high number would mean that the page failed to captivate the visitor.

However, at the same time, you should also track session duration or average engagement time, which will provide you with the time your website was able to keep the customer engaged and captivated.

These two website metrics combined can give you a rough idea of which pages are better at engaging your customers and which ones are the worst offenders. Keep in mind that some pages might be getting more clicks due to a better title or thumbnail, but later on, fail to engage the user.

3. Traffic Sources

Sources of traffic are places that have referred visitors to your website. In many cases, these are social media websites such as Facebook, Twitter, and Pinterest, and search engines such as Google or DuckDuckGo.

Knowing where your traffic is coming from is crucial to having a good and effective marketing effort. As a business, it’s very likely that you’ll test out a few types of ads, the most common ones being Facebook and Google Ads.

Google and Facebook are separate traffic sources – and knowing which one’s performing better will help you make more informed marketing decisions.

There’s a trick to getting even more specific about your traffic sources – down to the campaign and precise ad which brought you the click – it’s called a Campaign URL. These look similar to this:

https://example.com?utm_source=Facebook&utm_medium=Carousel&utm_campaign=Black+Friday+Hosting+Sale&utm_id=3245ouvb&utm_content=hjgcv34j25fghc

Per the URL, you can see that it tells us the following information:

  • The referrer is “Facebook”
  • The type of ad is “Carousel”
  • The campaign name is “Black Friday Hosting Sale”

On top of that, we also have the ad ID and some other important information.

Mastering the art of effectively tracking your traffic sources is an essential skill in making sure your ads are as effective as possible.

4. Bounce Rate

One of the most important website metrics is Bounce Rate. It’s calculated by dividing (the number of people that visit your website but leave without interacting) by your overall traffic for the same period. This will give you a percentage of people who essentially visit your website only to leave it.

For example, if you are getting such traffic from paid advertising – these metrics will essentially show you which pages are wasting money.

Now, depending on the type of website you are running, the normal bounce rate might be higher or lower but always aim to lower this number as much as you can. There can be many reasons for a high bounce rate which is why this metric should always be taken with a grain of salt.

Generally, somewhat of a standard bounce rate is 41 to 55%, having a bounce rate lower than 40% puts you in with the top performers. Again, this will vary by website type as well.

5. Exit Pages

One of the less useful website metrics you should keep an eye on is Exit Pages. The reason I say it’s not very useful is that you’ll rarely have a use for it. However, you still need to keep track of it as it can highlight if any specific page is driving away your visitors.

Tracking exit pages is most useful on specialized landing pages with a multi-step sales funnel. In this case, knowing the exit page will allow you to know which page is the bottleneck in your funnel and allow you to work on improving it.

This is useful for more general e-commerce websites as well. For example, if your website analytics is telling you that the exit page for a large percentage of users is the checkout page, this can point you to issues with your checkout process.

Ending Thoughts

The trick to having good website analytics is to learn which metrics are more relevant to your website. In this article, we’ve shown you the most important website metrics to track, which will help most websites.

Before you explore into tracking even more metrics, work on creating valuable insights from the metrics you are already measuring and focus on ensuring that they are correct.

At Eltris, all our web hosting plans come with Managed WordPress, so you can focus on improving your website while we take care of the maintenance and back-end headaches.