Website Metrics Every Marketing Manager Needs to know


May 07, 2015

Every area of your business has specific metrics that should be measured and monitored, and your website is no different. As they say, you can't improve what you don't measure. So if you are working hard on your website to increase traffic and convert this traffic to leads, then moving the traffic through the buyer journey, you need to know what’s working to double-down on the lead generation strategies that work best.

This post will explain the different website metrics you should be tracking to measure your website marketing ROI and figure out which channels (Search engines, email marketing, social media) attract and engage high-quality inbound leads?

Understanding and monitoring these metrics will turn marketing from an expense only when the budget can accommodate it into an investment that you can measure ROI.

To track these below metrics, you need to use an analytic platform Like Google Analytics, Kiss Metrics, PIWIK, or Woopra.

Top website metrics to track

  1. Average Time on Site
  2. Bounce Rate
  3. Channel-Specific Traffic
  4. Direct Traffic
  5. Drop off Rate
  6. Inbound Links
  7. Keyword Performance
  8. Landing Page Conversion
  9. New Sessions
  10. Organic Search Conversion Rates
  11. Organic Traffic
  12. Page Views
  13. Repeat Visitors
  14. Total Conversions
  15. Total Visits
  16. Unique Visits

Average Time on Site

This metric is self-explanatory. It is the average amount of time all visitors to a page spend on that particular page. This is a good metric to see if visitors are actually reading the content on your pages or if they are skimming through it. Knowing that the average adult reads 200-250 words in one minute, it is safe to assume that if the average time on a blog post page is less than 1 minute, most visitors do not read the post.

Bounce Rate

Bounce rate is the percentage of visits that go only to one page before exiting a site. This means that a visitor is landing on one of your pages and doesn’t go anywhere else on your site - for example, visitors who reach a blog post on your website via a search engine or a tweet. Bounce rate is a good indicator of how visitors are interacting with your website.

A high bounce rate suggests that, although you are succeeding in driving visitors to your site, you fail to guide them to other areas of your website with related and valuable content for them to engage with. This could be due to poor site architecture and unclear or irrelevant calls to action and content.

Channel-Specific Traffic

If you are using Google Analytics, you can access this report under the Acquisition menu. This report offers channel-specific metrics that segment your website traffic based on the source it originated from, be it an email campaign, direct traffic, social media posts, or organic search.

These metrics give you an indication of how many people visited your website directly, how many came from links on other websites, how many came as a result of your website appearing in search results, and how many came from your social media campaigns. In addition, it gives you the ability to calculate ROI per channel and measure the effectiveness of your campaigns across different channels.

Direct Traffic

This number represents visitors who came to your website directly by typing your URL into their browser, or bookmarked your website or came to your website via clicking an untagged link in an email or any other content.

Visitors to your website from direct traffic are one of the most important visitors. They have chosen to visit your site specifically and not as a result of a marketing campaign. They are warm leads. They will be the most responsive to whatever you are offering. To attract repeat and direct traffic visitors, your website should be memorable in a good way. This includes easy remember URL, easy navigation, and good design.

Drop off Rate

Using Google Analytics, you can view your website drop-off rate by selecting the behavior flow report under the behavior section. The number of visitors "Drop off" indicates where on your website (what page) a person left the "Visitors Flow" and went down another path, either by clicking a link on your website that doesn't correspond with your Visitors Flow or by leaving your site altogether.

This report indicates where your Visitor’s Flow has holes through which people are “dropping off.” The business value depends on how the site content is arranged. You may have some content on a page that visitors are not reaching because they exit the site before reaching it. So if a large percentage of visitors is dropping off at a specific page, you need to look into your website visitor flow and rearrange the navigation or page layout to make important information more visible.

Inbound Links

These are the links back to your website from other referral sites. Inbound Links are not only important for increasing the number of visitors to your website, but it affects your ranking in search engine results. The more inbound links you have, the more traffic and authority your website has. Saying this, not all Inbound Links are created equal. Google and the other search engines have their own algorithm giving weight to each inbound link, based on the relevance and authority of the linking site. 

This means you need to check your inbound links or the competition inbound links and determine or grade who is linking to you or them. Then shortlist the sites with high authority related to your industry with links to you or the competition. This will help you figure out what type of content they are linking to, so you can develop more of that content, increasing inbound links.

Keyword Performance

The keywords that are bringing organic traffic to your site. You need to continuously track your website keywords' performance and generate more content for the relevant keywords you want your website to rank for.

Landing Page Conversion

This is the percentage of prospects who arrive at a landing page, fill out a form, and convert it to a lead. To analyze the performance of your marketing funnel for a specific campaign, you should monitor:

  • The visitor to lead conversion ratio
  • The lead to customer conversion ratio
  • Visitors to customer conversion ratio

New Sessions

If you are using Google Analytics, this metric will show as a percentage in the tables of most Google Analytics reports. It indicates the percentage of your new website visitors. It is a good metric to understand and assess how effective your website content attracts repeat and new visits.

Organic Search Conversion Rates

The percentage of prospects who arrive at your website through an organic search and convert by taking the desired action, for example, filling a landing page form or registering for a webinarYou should monitor the 3 types of conversions, including a visitor to lead, lead to customer, and visitor to customer. This will give you a better idea of any adjustments you need to make to your marketing funnel to overcome any bottlenecks.

Organic Traffic

Traffic arriving through search engine results. Organic traffic is free traffic that comes to your website. You can increase organic traffic to your website by constantly adding new, relevant, and remarkable content and implementing on-page SEO best practices to rank higher on search engines for specific search terms related to your industry.

Page Views 

A page view is triggered when any visitor loads any page to your site. Each page a visitor view is tracked as a page view. However, if the user clicks on a link and reloads a page 20 times, this will be counted as 20 page views.

Repeat Visitors

Unlike the Unique Visitors metric that gives you the number of first-time prospects, Repeat Visitors gives you the number of website visitors coming back to learn more and engage. The higher percentage of repeat visitors is an indication that your website visitors are finding your content useful. However, if this percentage is too high, it could also mean that your website fails to attract new visitors.

Total Conversions

Conversions can be defined in many different ways; it could be filling a form to download an eBook, registering for a webinar, signing up for a demo, or checkout on an eCommerce website. Total conversions metrics help you measure the ROI of your overall marketing efforts.

Total Visits

Total visits are the sum of both unique visits and repeat visits. This is a good metric to measure the overall performance of your website in attracting visitors. In general, you want to see this number growing month after month.

Unique Visits

This metric gives you the number of individual visitors to your site during a defined period of time, and This metric helps you determine if your content or campaigns are succeeding in attracting new visitors to your website or not.

So these are what I consider the website metrics every marketing manager needs to know about and track. If you are serious about your online marketing success, you need to monitor and track your website metrics. However, which metrics you should be focusing on really depends on your goals and objectives. So my advice would be first to set up your SMART goals for your website, and it will be clear to you which metrics to track and refine your content and campaigns to achieve your desired results.

I would like to hear your thoughts and experience measuring your website metrics or any other metrics that you feel are important to track?

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My name is Izzy and I am a co-founder of CRM Toolbox, an award-winning HubSpot Solutions Partner. I lead our team of consultants who provide professional guidance to help businesses implement the HubSpot CRM platform migrate, integrate their tech stack to HubSpot to create a seamless environment for sales reps to use. There is nothing I love more than solving the challenges that come up when someone wants to migrate an old system or integrate their tech stack with HubSpot - it's like a puzzle!

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