One area where new business clients often fail to maximise their potential is with the range of different metrics they can access. While these can often appear confusing, they give an amazing instant insight into how your site is performing and are well worth getting to know if you want to make the adjustments that improve visitor engagement.
To help, we’ve put together a list of the most common WordPress metrics and how to use them to support your business.
What Are Website Metrics?
Your website contains underlying code that helps measure different interactions. For example, it can tell you how many people are visiting, how long they stay on a particular page and where people are when they access your site.
For any business owner, it’s important to get to understand what these measurements mean and how to use them effectively with the ultimate aim of improving user experience and creating more engagement.
8 Metrics for Your Cardiff Web Design
As you learn about the different metrics, you may well find that some are more important to your business than others. A monitoring system like Google Analytics provides a wealth of information and increases in sophistication year on year.
1. Number of Visitors
The first thing anyone looks at when they set up a new website is the number of visitors. If you have low numbers of these, then the rest of the metrics on this list are largely irrelevant.
How many people you get flocking to your site is going to depend on several factors, not least how you market yourself online
If visitor numbers are not increasing, this metric may encourage you to:
- Create more SEO friendly pages that rank higher on search engines such as Google.
- Engage more on social media with links to your website.
- Create more relevant pages that attract the right kind of customer in larger numbers.
The number of visitors doesn’t tell you who is visiting what page or whether they are buying your products or hiring your services. Large numbers and visitors and low conversions, however, might indicate that you aren’t attracting the right people with your marketing activities or your pages don’t deliver what is expected.
2. Bounce Rate
Bounce rate is a useful metric because it highlights how people are using your site. It measures the number of people who visit your site, views just one page and then leave. A high bounce rate
suggests that your page isn’t offering what the visitor is looking for. It can also affect your search engine ranking if it’s very high.
Bounce rate can vary, however, and is not entirely straightforward. If you have a blog post on a particular subject and that’s all your visitor is interested in, they probably won’t want to visit other pages on your site.
On the other hand, if you have product pages, it can suggest that potential customers are not heading to the checkout but looking elsewhere.
3. Average Page Views
The average number of pages that are viewed by customers is a good indicator that people are looking a lot more deeply into what your business offers. This is an especially important metric if you run an ecommerce store.
Having compelling content on your pages that matches what visitors are looking for can certainly help increase average page views.
4. Session Duration
How long someone spends exploring your site is also a good indication of how useful it is to the user. This is important, again, with ecommerce sites and can demonstrate that people are clicking through different options to find what they need.
The metric can be slightly misleading because it depends on the customer being active on your site and clicking to go on different pages. If they’re reading an in-depth blog on your site, however, they may spend a lot of time reading (which is what you want them to do) but it won’t register with the metric.
5. Time on Page
For that kind of monitoring, time on page is a much better indicator. This shows whether a person is focused on a particular type of content, for example, your service pages or a blog page. If you have written a long blog post that takes 15 minutes to read and the average time on page is just a minute, however, it suggests that your content isn’t compelling enough and is not providing what visitors are looking for.
Time on page is also a useful metric for uncovering what is important to your customers. For ecommerce, for example, you might find that certain products get more attention and longer time spend on them than others. If that aligns with the number of sales it can help you adjust what you are offering.
6. Traffic Sources
One of the more interesting metrics on WordPress that our Cardiff web design team like a lot is the traffic source. This tells you where visitors are based.
If you run a business that requires greater contact with local visitors, the last thing you want is people from halfway around the world viewing your site. On the other hand, if you have an ecommerce store with a global reach, this type of metric can highlight regions you may want to exploit in the future and create tailored content for.
Traffic source metrics can also show where online users come from, for example, whether they’ve clicked on a link in an ad or social media post which can also help inform your marketing approach.
7. Device Source
Another important metric is what sort of device people are using to access your website. More and more nowadays are using mobile devices such as smartphones. That means you need to ensure that your site is mobile-ready, attractive to view as well as easy to use.
8. Exit Pages
The page where a user exits can also be important. If your visitor is leaving before they get to the checkout or contact page, it could mean that you’re putting too many obstacles in their way or your call to action isn’t working properly.
This is more likely if you have multi-step processes on your site and could mean that you need to rethink how everything is structured and narrow it down a bit.
Business Web Design, South Wales
Understanding WordPress metrics is critical when it comes to running a business online. It can help you make informed, evidence-based decisions on your content and your marketing activity, adding those important tweaks that make a difference to engagement.
At Nick Walsh Studios, we help you create an amazing website for your business but we can also help you understand the relevant metrics for your business so that you know what to look for.
Do you need a new business website? Contact our Cardiff web design team today.