28-Aug-2019 05:08 PM Web Technology
Metrics are essential to keep track of everything that happens on digital platforms. Website metrics make sure your visitors are engaged, converting them to loyal customers.
Everyone is on the digital space right now. And not just as users. A couple of clicks here and there and you can easily build your own website. But what happens after you create a website? Are your viewers interacting with the page? And if they are, how do you know?
That’s where metrics step in. Metrics govern the digital platform. They give you information on your website’s performance, so you know where to spend and where not to.
There are all sorts of metrics — ones to keep track of your spending, your SEOs, your videos, and even your viewer’s enthusiasm.
In this blog, we’re going to tell you about a few basic metrics to keep tabs on for your website. This ensures that your resources are well utilized and not wasted.
Traffic refers to the number of visitors your website has had. This number gives you an insight as to how well audiences are responding to your website.
There are two types of visitors that you’d get as a website. One is unique visits, the number of visitors who are first-timers. Second is repeat visits, those who have visited your website twice or more.
In an ideal setting, both the visits increase side by side.
But that usually isn’t the case. When your unique visits are higher in number, it means that you need to work on engaging your customers enough for them to come back again and again. If your repeat visits are higher, that’s great news on your customer loyalty points, but you’ll need to work on bringing in new traffic.
You can track your website traffic on CrazyEgg.
Focusing on your traffic alone doesn’t make sense. You must be aware of where your traffic is coming from.
Is it coming organically, or through paid promotions? Keeping track of your traffic sources will help in allocating your funds and giving you an input on which sources you need to work on, to bring in more traffic from them.
In cases where your ads lead to your website, you might want to keep tabs on your Click Through Rate (CTR) and Cost Per Click (CPC) of the ads. This would help in deciding which ads to focus on, and which ads to drop.
CTR is calculated as the number of ad clicks divided by the total views. (An impression is calculated when a user scrolls past your ad.) The higher the CTR, the better. In the case of CPC, the cost of a click decreases as the number of clicks go higher. For your ad to be categorized as bringing in a good number of visitors, your CTR must be high and your CPC low.
Monetize your traction-gaining sources well and understand why they aren’t gaining on others and you can either drop the source or work on it.
Kilpfolio is an online tool that helps track your traffic source.
Bounce rate sounds like fun, doesn’t it? But it can be a very scary number.
In the digital space, a ‘bounce’ means the number of people who leave your website after visiting only the landing page/home page with no interaction. Keeping that in mind, bounce rate is the percentage of people who bounce off your website.
Bounce rate is the total number of one-page visits divided by the total number of website entries.
Having a high bounce rate is looked down upon, obviously, since it indicates that your website does not achieve the desired results.
Take a look at all the content, compare it with your competitors, and analyze what prompts people to leave your website without interacting with any other pages.
You can track your bounce rates on Alexa.
Bounce rate gives the percentage of people who leave after just visiting the landing page/home page. Exit rate is the percentage of people who leave the website from any page within the website.
Exit rate can be calculated by dividing the number of exits from a page by the total number of visits to that page. This means that the exit rate can be calculated for every page within the website while the bounce rate is applicable only to those who leave from the landing page.
Your goal must be to make sure the exit rates are lesser for all pages by analyzing and making the content better and interactive.
You can track your exit rates on Google Analytics.
Before we step into what pages per session is, let us take a look at what a session is.
A session is a time frame. All activities done under this time frame are considered part of the session.
Now, pages per session are the number of pages the user went through in one session. The website administrator must scan the website and take into account the average time a person needs to spend on a page to view all the elements. This gives you an estimate of how many pages a user can go through in one session.
When the pages a user visits in a session are fewer than the estimate, it means they are spending more time on the pages. This is good, it means the user found your website interactive.
On the other hand, when the page per session is higher, it means that the user only skimmed through pages and did not find them interactive.
Clicky is one of the online tools that can be used to monitor a user’s engagement with the website.
The time a user spends on your website depends on the font you use and the colors you choose to go along with it. Read here on how to choose the right colors and fonts for your website.
These are just basic website metrics. There is more to know and learn, and as the digital platform evolves, so shall the ways to gauge online interactions.