Tracking metrics is an important step in maintaining and optimizing your business’ website and advertising efforts. It provides valuable insight into your site’s performance and overall online presence. Using this information, you can adjust your website to reach a larger audience and generate more sales. So, which metrics of your business’s website should you track? Check out the tips below to see where you stand.
Monitoring your website’s traffic can help you determine which marketing strategies work. If you’re advertising your site with banner ads on other websites and don’t see any noticeable change in traffic, you should consider a different approach. Pay-per-click (PPC) advertising, such as Google AdWords or Bing Ads, is a far more effective source of traffic. Regardless of where or how you promote your site, you should monitor its traffic and see where people are coming in and why.
Click-through rate (CTR) is a key metric to track when running a website. If your site contains a call-to-action (CTA) button, you should identify the percentage of visitors who click it. If 2,000 people visit your website but only 100 click the CTA button, your CTR is 5 percent. You can often increase your CTR by making subtle changes to your site’s design and layout. Something as simple as moving the CTA button to a different location, for instance, may boost your CTR by up to 20 percent.
Arguably, the most important metric to track is search rankings. According to Nora Kramer, 75% of all clicks on search engine queries go to organic results. If your website is buried several pages deep in the search engine results pages (SERPs), it won’t generate a lot of organic traffic. If it’s listed at the top, on the other hand, it will generate a substantial amount of traffic while also increasing your business’s brand visibility.
While you can always track your site’s search rankings manually, tools are available that will streamline and automate this task. A Google ranking tool, for example, will track the keywords for which your site ranks and their respective positions.
New vs Returning Visitors
You should also track the number of new versus returning visitors to your site. It’s good to have a combination of both new and returning visitors. However, if 90 percent or more of your site’s visitors are new, there’s probably an underlying problem that’s discouraging visitors from coming back.
Building a successful website requires ongoing work and maintenance. In addition to publishing new content, you must track the right metrics and use that information to optimize your site. By tracking the metrics described here, you’ll gain the upper hand over your competitors.