Measuring Your Websites Performance

Website analytic is all about understanding your website visitor traffic, visitor behavior and the correlating demographics, it normally includes keywords and phrase performance information. Capturing, analyzing and understanding the data as it relates to your websites performance is a critical factor to your e-commerce success.

Website analytics and metrics are the measurement of various site performance characteristics. They typically include:

Visits – The total number of visits to the website and individual pages over a given period of time.
Unique Visitors – The total number of unique IP addresses visiting a website over a period of time. The difference between visits and unique visitors is typically equal to individuals returning to a website for a second or third visit.
Page Views – Equals the number of pages viewed over a period of time. If you divide the total page views by the visits you will find the average number of pages viewed per visit.
More is generally better…
Average Time on Site – Equals the average amount of time each visitor spends on your website. Shorter times denote a lack of interest in the material or format. longer average time on site time are better and show that the visitor is engaged in the site content.
Bounce Rate – Equals the the percentage of visitors who come to a website and do not navigate past the first “landing page”. These website visitors “bounce” themselves out of a website to continue searching for what they are looking for. Single page websites will have a 100% bounce rate, which in that case is not bad. typically, the lower the bounce
rate the better.
Visitor Loyalty – Is the number or percentage of visitors who revisit the site over time. A higher percentage means people are coming back to the site to shop or browse again. As is the case in business, loyalty is a very good thing, it denotes interest, satisfaction and usually translates into sales or leads.
Depth of Visit – This website Metric measures the number of pages visitors view during their visit.
Traffic Sources – The Traffic Source metrics measures where a websites traffic comes from and includes the following categories:
Direct Traffic – Visitors who typed in the exact website name during the search or used a desktop shortcut to navigate to the website.
Referring Sites – Equals the number or percentage of visitors that navigated to the website via a link on another website, blog, directory, or email.
Search Engines – The Search Engines metric measures the visits from individual Search Engines and enables the website manager to understand how their organic search engine strategies are performing. This measurement typically measures the number of visitors from Google, Yahoo, MSN, Live and others. Weak numbers in one of the big search engines may denote a weakness in the strategy.
Keywords – The Keyword measurement shows the traffic generated to a website from individual keywords. High counts on any given term are evidence of high ranking for that term. Conversely, low visits for a keyword or phrase typically mean low ranking or low search volume for that term. The data collected for this metric allows website managers to modify metas, page titles, page headers and content to achieve better ranking for the lower performing keywords and key phrases. The data available is typically generated for each search engine, allowing management to know where traffic is coming from by keyword for Google, MSN, Yahoo, and others.
Campaigns – If you use Pay Per Click or other paid advertising, the campaign metrics will detail the performance of the efforts. They typically measure cost per click, cost per conversion and value of conversion.
Conversion – This is data that relates to the percentage of visitors that perform a wanted action as a ratio of total visitors. If 10 out of 100 visitors become a lead or purchase a product the conversion rate would be 10%. In Ecommerce it is typically the closing percentage – # of sales/site visitors. Knowing your conversion and average sale allows profitability measures for PPC and other campaigns.
Content – The content metric normally measures the popularity of various pages. The date shows the number and percentage of visitors that visit any given page on a website.
Top Landing Pages – This is data that details which pages are attracting the most visitors as the first page visited.
Top Exit Pages – This Metric identifies the pages that visitors leave from and could represent weak pages that fail to close or capture the prospect.

That is a representative sampling of some of the metrics provided by website analytics. We strongly recommend to utilize an analytics program that allows daily and periodic review the these critical website measurements. Website Analytics are the key to website performance management.

We recommend the following metrics program: Google Analytics
Request Project Help