The 5 Top Website Metrics
One of the best things about ecommerce is that almost everything is measurable and it is possible to track both website and online marketing performance. This allows continuous optimisation of both to ensure the profitability of the business and the customers experience are continually improved. With so many performance metrics available, it can be difficult knowing where to focus your attention and which metrics should be monitored the most frequently. Below, are the top five metrics you should focus on.
- The most important metric is on site conversion rate as it dramatically affects the return on investment you receive from all online activity. A low conversion rate can highlight a wide range of issues from competitor activity to technical problems with the site.
- The average order value is also very important as an increase can significantly improve the profitability of the business. Many techniques can be used to raise this metric. Two of the most common are adding offers to the basket and offering free delivery over a certain spend level.
- Viewing the number of visitors over time gives a good indication of how the online marketing is performing, to take it one step further the number of visitors can be broken down and viewed by channel.
- The bounce rate measures the percentage of visitors who land on your site and then immediately leave again. A high bounce rate suggests there are problems with some of the landing pages on your site or that bad traffic is being driven to the site. So it’s important to delve into the detail of this. For a detailed view, the bounce rate for every page on the site can be exported from Google Analytics and sorted to highlight the pages which require the most urgent attention.
- By improving the four metrics above, your site will see an increase in sales, but it is also essential to monitor profitability. If you are running online marketing you will need to monitor your return on investment (ROI). This gives an overview of how profitable and effective the activity has been. It is usually looked at by channel but can also be calculated across all activity to provide a top level number.
If you only check five metrics on your site, ensure these are the ones you focus on!