Your website is more than just another customer touchpoint. It’s your digital storefront, your sales rep, and oftentimes, your one shot at a good first impression.
Do you know if it’s pulling its own weight? Are people finding it? Sticking around? Taking action?
If you’re not sure, it’s time to for a crash course in website metrics. By tracking the right data, you can see what’s working and what’s not, and be able to make smarter decisions to help you grow your business.
Important Website Metrics to Watch
Here are seven key website metrics that every business owner should understand — as well as how to use them to measure your site’s success.
1. Traffic (AKA Website Visitors)
What it is: The number of people who visit your website.
Why it matters: If no one is visiting your site, the rest of your marketing efforts won’t get you very far.
How to use it: Watch for trends over time. Are your marketing campaigns bringing in more visitors? If traffic dips suddenly, it’s important to quickly figure out why. Did something change? Check for broken links, recent search engine updates, or changes to your campaign.
2. Traffic Sources
What it is: Where your visitors are coming from (Google searches, social media, emails, referrals, etc.).
Why it matters: This helps you see which channels are working best and where to focus your energy.
How to use it: If most of your website traffic comes from one source (like Instagram), consider diversifying. On the flip side, if your email campaigns bring high-quality traffic, lean into them.
3. Bounce Rate
What it is: The percentage of people who land on your site and leave without clicking anything else.
Why it matters: A high bounce rate can mean your page didn’t meet expectations or wasn’t engaging enough.
How to use it: Look at bounce rates by page. If your homepage or a key landing page has a high rate, ask: Is the content relevant? Is it loading fast enough? Is the call to action clear?
4. Pages Per Session
What it is: The average number of pages a visitor views in one visit.
Why it matters: It shows how deeply users are exploring your site.
How to use it: Low pages per session? Consider adding internal links or more compelling calls to action. High numbers? That might indicate a strong customer journey (good) — or that users are hunting for info they can’t easily find (bad).
5. Average Time on Site
What it is: How long people spend on your site, on average.
Why it matters: More time usually means more interest and better engagement.
How to use it: Pair this with bounce rate and pages per session. If people stay a while and explore multiple pages, that’s a good sign your content is helpful and engaging.
6. Conversion Rate
What it is: The percentage of visitors who take a desired action such as signing up, making a purchase, or filling out a form.
Why it matters: This is one of the clearest measures of whether your website is doing its job.
How to use it: Identify your key conversion goals, then test ways to improve them. Consider tweaking your copy, redesigning a button, or simplifying a form. Even small changes can lead to big wins.
7. Site Speed (aka Page Load Time)
What it is: How fast your site loads.
Why it matters: A slow site can frustrate visitors and hurt your rankings on Google.
How to use it: Tools like Google PageSpeed Insights can help you test your site. If it’s lagging, optimize images, remove bulky plugins or talk to your web developer about improvements.
Don’t Let Your Website Be Your Downfall!
You don’t need to be a data analyst to keep an eye on your website performance. Check your website analytics on a regular basis, look for trends — not just spikes — and make changes as needed.
By keeping an eye on website metrics, you’ll be able to make smarter marketing decisions, serve your customers better, and grow your business with confidence!
Are you experiencing website woes? Let Mischa Communications take something off your plate. A single click gets you started!