Depending on the type of business you’re running, you’re going to be using very different technologies to make sure you’re operating as you should and to find ways in which your business could improve. For those in the oil and gas industry, you’ll likely be using a machine to measure your output. If you’re working in medicine, you’ll want to know how many patients you’re seeing and how successful their treatments are.
For organizations that have a heavy online focus, the main area you’re going to be looking for your metrics if your website. So to help ensure that this piece of technology is functioning at its peak performance for your organization, here are three important metrics to keep track of through your business website.
How Much Traffic You’re Getting
One of the first and most important metrics you should be looking at and evaluating is how much traffic you’re getting. Within your analytics system, you should be able to see how this overall traffic can be broken down into categories based on how the visitor is coming to your website.
According to Neil Patel, an SEO guru, traffic is such an important metric because it facilitates all other successes with your website. If people aren’t coming to your website, there’s no way for them to do what you want once they get there or to really interact with your online business in any way. So if your traffic is low, it’s crucial that you come up with some actionable ways that you can start to bring this metric up.
Once you’re able to get people coming to your website and you can see your traffic numbers increasing, the next most important metric for you to keep an eye on is your conversion rates.
If your visitors take your desired action once they reach a certain point in your website, that counts as a conversion for you. Keep in mind, however, that conversions are going to vary drastically based on your particular business and what your business goals are. For example, David Zheng, a contributor to CrazyEgg.com, a conversion for one business might be getting a lead or landing a subscriber while a conversion for another business could be making a sale.
Just make sure you’ve got your conversions based on the right date to ensure you’re monitoring this metric correctly.
Your Top Exit Pages
Another metric that you should be aware of, according to John E. Lincoln, a contributor to Search Engine Land, is what the top exit pages are for your website.
These pages indicate at which point your visitors leave your site. If there are some that stand out above others, you might want to take some action to help reduce that amount of people abandoning your website at this particular point.
If you’ve been feeling overwhelmed by the analytics for your website, consider using the tips mentioned above to help you make the best use of this technology.