Key Metrics to Analyze

June 20, 2011

What are the key metrics that your company should be analyzing? There are so many different web analytics tools to use that can give you an overwhelming amount of data to sort through. Yet, why should you waste your time understanding and analyzing certain metrics if you can do nothing to improve those?

Therefore, the main type of metrics you should identify are ones that are actionable. This means that you can do something to improve these. There are many important measurable and actionable metrics.

One of these metrics includes analyzing your website’s content. You want to make sure that you have well done and unique content. You should check your content for duplicity, which hurts your search engine rankings.

Your company website’s bounce rate is an additional key metric. The bounce rate is the percentage of website visitors who visit your landing page but then immediately leave your site. If you have a high bounce rate, then you probably need to look into enhancing your website design. You should make sure you have a prominent, appealing call to action on your landing page. This will tell users what to do when they land on your page such as to fill out a form or click through to your products and services pages.

Another key metric to analyze is the percentage of your website visitors who actually view your product or services pages. This metric is important because if you aren’t getting traffic to view your products or services, then you aren’t getting that traffic to convert into sales and additional leads. If you have a low percentage of website visitors viewing your product or services pages, then you will need to improve your website to get your traffic to click through to these pages. This includes improving your company’s internal website search as well as improving your navigation menus.

The average page load time and speed is critical to analyze and reduce as much as possible. The longer your website pages take to load, the more frustrated customers will be and, therefore, the less likely they will be to actually convert into sales. By analyzing this metric, you will be able to see which pages are slower than others, which will allow your company to understand why those pages are taking longer to load and then to fix this issue and reduce the load time.

Conversion rate is the last incredibly important and useful metric to analyze. The best way to look at conversion rate is to break it down into the best converting dimensions. These dimensions include looking at different traffic sources, the types of website visitors, keywords and more. Overall conversion rate is also important to know but is less helpful in better optimizing your website for lead generation and conversion.

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