Without the right KPIs (key performance indicators), it can be impossible to properly measure the performance of your website. But as there are so many KPIs out there, how do you know which ones are actually important?
Here we go through the essential KPIs that you should be using on your website. These KPIs will provide useful insights about how users view your website, making it much easier for you to improve engagement and sales.
The Bounce Rate
All website owners should have a KPI that provides insights about the website’s bounce rate. The bounce rate shows the percentage of users who visited one page on your website and immediately left. If you have a high bounce rate, this could mean that your website needs improving. Some common issues that cause a high bounce rate are slow load times, poor navigation and bad content.
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Average Time Spent by Users on Page
You should also be tracking the average time that users spend on each page on your website. This is another handy indicator about how useful the pages on your website are; for instance, if lots of users stay on one blog post for a long time, it probably means that the blog post was very popular, so you should try to create similar content in the future. On the other hand, if one page has a low average time, it could indicate that the page is not useful or relevant to your users.
The Unique Website Visitors
Unique website visitors are first-time visitors to your website. If you have lots of unique web visitors, it means that you are ranking high on the results page or that your marketing efforts are working. However, if you have low unique visitor numbers, you may want to improve the SEO on your website or alter your marketing campaign.
Your Top Landing Pages
Your top landing pages are the first pages that your visitors see when they check out your website. This is often the home page, but it could also be a very popular blog post or a highly optimized e-commerce page. These pages are very important to the success of your website, so it is important to be aware of them!