More than 3 billion people use the internet today. When compared to the mere 738 million people who relied on it almost 20 years ago, that number reveals how instrumental the internet has become.
And not just for customers.
The internet is the place to do business if you're an entrepreneur. It gives you the chance to reach over 40 percent of the world's population.
Only, of course, if you know how to use the internet to attract more customers.
So what's the secret weapon to doing so?
Website metrics. Tracking certain metrics is a recipe for success for any business.
Take a look at the four metrics you should be tracking today.
If you track no other metric, track your website traffic. Knowing how many people visit your website is powerful if you understand how to extract data from the number.
Let's say, for example, that you have 2 million monthly visitors on average. Here are some questions you could ask yourself to extract data from that number:
Once you know the answers to these questions, you'll be able to better tailor your site content to your visitors' interests.
You should also pay attention to how these people are getting to your site. Are they finding it via social media? Are they browsing it with their mobile devices?
And if they are using their mobile devices, have you optimized your site for mobile use?
Not every web page is a hit. But when visitors seem to gravitate towards a few select pages, take note of it. Because that high traffic reveals what your customers want.
You should then evaluate those pages to determine what makes them so popular.
Sometimes, the content on those pages makes them stand out. Other times, those pages' formats just turn out to be more user-friendly.
When tracking metrics, you don't just want to track the "good" metrics (read: the ones that makes you feel good). You should also want to track your failures.
And your website's bounce rate is a great indication of where you're failing.
When customers visit your site and immediately leave, make it your mission to find out why.
Were your landing pages weak? Does your site work so slowly that leads get fed up and leave?
Find the problems and address them.
So you feel good about your 2 million monthly visitors. Now ask yourself this question:
How many of those visitors do you convert? Because having 2 million monthly visitors and making 5 conversions each month is pitiful.
Sometimes we get lost in the big numbers and forget that the point of content marketing isn't just to drive customers to your business. After you've driven those customers to your business, you still have to convert them.
That said, start tracking your conversion rate and find out why you have so many visitors and make so few sales.
There are tons of site metrics you could be tracking today. This list should just be a starting point for you.
Because the goal is to work your way up to tracking tens or hundreds of metrics.
And if you're already tracking many website metrics? Please share your most important metrics with us below. What are these metrics, and how has tracking them changed things for your business?
Contact us with any questions or to learn more today!
Nate grew up in the Pioneer Valley, and continues to be an active member in the local community. He currently attends Holyoke Community College as a Business and Hospitality double major, with plans to transfer to UMass Amherst’s Isenberg School of Management. Through starting and growing two companies, Nate has experience in branding, content writing, coordinating marketing tactics, social media marketing, and event planning. He has a deep passion for arts and music. When not at work, you can probably find him playing gigs, organizing shows, or attending similar events around the area.