How To Track Website Performance With Actionable KPIs
New vs returning visitors
Bounce rate can help inform your content strategy. The bounce rate is the percentage of single-page sessions where a user did not interact with your website. A high bounce rate can mean a few things:
- The website does not contain valuable information for the customer
- The customer cannot find what they are looking for
- The page is badly designed affecting user experience
- The offer isn’t lucrative enough or offer enough value
Average session duration
Pages viewed per session
Page loading time
Page loading time is how long it takes for your website to load its content. It’s important to keep an eye on this. Users will leave your website, increasing bounce rate and costing you conversions if your website has a slow loading time.
- The hosting server
- The page design
- Image sizes
- Design of the page
- The number of elements on the page
- User location
- Browser type
Number of conversions
Overall sales value and cost per conversion
When it comes to tracking the ROI of your marketing spend, the overall sales value of your conversions is the best way to measure effectiveness. Having a good number of sales may seem great, but not if your promotional spending is higher than your revenues.
- Bakery X spends £1,000 on a Google Ads campaign and receives 20 new orders. The cost per conversion averages at £50. Each order is for a wedding cake which is each valued at £250. This means Bakery X generated £5,000 in revenue from £1,000 spend.
- Bakery Y also spends £1,000 on a Google Ads campaign and receives 20 new orders. The cost per conversion is £50. Each order is for trays of cupcakes which are each valued at £25. This means Bakery Y spent £1,000 to generate £500 worth of orders leaving the bakery out of pocket.