Whether you have a website aimed at generating leads or selling products, you should be unlocking your businesses’ key performance indicators (KPI). By focusing on your KPIs you will begin to understand what makes your website and online marketing initiatives successful. KPIs will reveal trends that can point to toward measuring your success/failure based on real metrics and will help you make educated decisions concerning future changes to your website.
Over the next few months you’ll be able to pick up and apply some easy strategies while we tackle some of the basics of website optimization using KPIs and web analytics.
Start by reviewing your website statistics or analytics. If you don’t know how to view your website statistics STOP READING THIS NOW and call your website design/interactive/development agency. Ask them to show you how to view your website stats. If for some reason, you cannot get this information with your agency, call us at (805) 547-1160 x201 and we will help you setup website stats for your future use.
Once you have access to your website stats, you will notice statistics such as number of Unique Visitors and many other critical web metrics. These stats are referred to as indicators. Many of these statistics are not relevant to our focus, so we have to choose a few “key” indicators that will help you improve your business. The indicators that you should pay attention to are:
- Average Page Views Per Visit
- Average Time Per Visit
- Average Bounce Rate
The Bounce Rate is the average percentage of initial visitors to a site who “bounce” away to a different site, rather than continue on to other pages within the same site.
For a lead generation websites these three indicators (average page views per visit, average time per visit and average bounce rate) should be your initial KPIs. KPIs should always be tracked using comparative time-frames that will communicate a some sort of trend upward or downward.
Next week, we’ll discuss these initial KPIs (average page views per visit, average time per visit and average bounce rate) in detail and provide best practices surrounding the decisions you can make from each of these three KPIs.
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