What Key Marketing Metrics Matter for Your Website?

It is of paramount importance that a Digital Marketing professional should understand which key metrics matter when building a website. Synchronizing your website with digital campaigns offers a holistic view of the effect your marketing efforts have on revenue. 

With a robust, well-rounded website and digital marketing strategy, you’ll have a better chance of converting visitors into customers. Performance improvement expert H. James Harrington once said, “Measurement is the first step that leads to control and, eventually, to improvement.” 

1. Unique visitors: The best indication of your site’s overall traffic, unique visitors refers to the number of individuals who visit your website during a given period of time, where each visitor is only counted once. This number will vary dramatically depending on the size of your company, your industry and, of course, the amount of content you’re producing. Audience analysis is arguably the most important task informed by your website metrics. These metrics answer the question: “am I reaching my ideal customer?” 

2. Bounce rate: For me this is the second most important metric to look at. The percentage of visitors who come to your site and then immediately leave before clicking on any other pages. A bounce rate of less than 40 percent is considered good. If it is any higher, it may be an indication that visitors to your site don’t like what they find there and this is critical when making changes to your website.

3. Page views: The cumulative number of individual pages that your visitors click on during a given period of time. If your page views are higher than your unique visitors, that may be an indication that your audience is finding your content engaging because individuals are clicking around to multiple pages.