3 Website Traffic Metrics Every Business Owner Should Know

website traffic metrics

Don’t judge your website by its cover. Key website traffic metrics and analytics must be the foundation on which you judge the success of your website. While it’s important to have a great website design, you can’t truly know how well your website is supporting your business goals without knowing some portion of your website’s performance data in Google Analytics.

Which website traffic metrics are worth your time? Read on to learn more about the top three directly related to your business’s success.

Website Traffic Metrics You Need to Know

1. Page Speed

From user experience to organic rank, page speed plays so many roles it has become one of the most important metrics to know. While your website may load quickly on your device, your users may be using different browsers, ISPs, and devices which could cause your site to load slowly on their end.

If your users get frustrated and leave your site before understanding what your business can do for them, how will you know the reason why? The first place to look is your page speed from the site speed reports in your Google Analytics account. Simply navigate to the “Behavior” tab on the left of your Google Analytics dashboard and click “Site Speed.”

Site speed tab location in Google Analytics

From here you can:

  • Discover how load speed is affected by your user’s geographic location
  • Measure the impact of each page’s loading speed on that page’s conversion rate
  • Segment load speed by user-type if you have users that login to your site
  • Track each page’s loading speed

Don’t for a second think your users will stick around if your site loads slowly. In fact, a slow page speed could be negatively influencing other metrics as well, including we discuss further in this post. According to Kissmetrics, 40% of people abandon a website that takes more than 3 seconds to load. Worse, a 1-second delay in page response can result in a 7% reduction in conversions!

Don’t turn your website visitors away. If you’re going to remember anything from this article, remember to ensure your website’s page speed is not so slow it’s causing your users to leave. Test your website’s speed for free and learn more about fixing slow load times.

2. Homepage Bounce Rate

Your homepage bounce rate is displayed as a percentage and tells you how many visitors leave immediately after landing on your website’s homepage. Also known as “single page sessions,” bounce rate is also rumored to have an effect on how well you rank on Google

A high bounce rate on your homepage reveals the first impression your website makes on visitors. If you have a high bounce rate it could mean visitors don’t see what they’re looking for quickly or you could be attracting the wrong type of visitors – people looking for something other than what you offer. A high bounce rate on your homepage is a sure signal your website visitors are leaving— and fast. If your website traffic metrics reveal a high bounce rate, you’ll need to conduct further analysis to reveal the cause before you lose too many valuable online leads.

While this website traffic metric doesn’t detail exactly why your website visitors are so quick to leave, there are a few common reasons for high bounce rates.

  • Poor Aesthetics— First impressions are everything on the Internet. If your website has a dated look and design, people are going associate their impression of your website with how you do business or the quality of your products/ services.
  • Slow Load Times— Slow load times are a bounce rate magnet. Internet users are extremely impatient and usually won’t wait more than a few seconds for a page to load.
  • Poor Marketing Channel Strategy— Look at your traffic sources to determine where your visitors are coming from on your site and compare each source’s bounce rate.. Focus more on sources that send quality traffic to your site with lower bounce rates and rethink your strategy for sources sending traffic with high bounce rates to your website.

3. Conversion Rate

Arguably the most important website traffic metric of all, your conversion rate has a significant impact on your site’s profitability. For example, increasing your conversion rate from 1% to 2% doubles the impact your website makes on your business!

While the total conversion numbers are significant, focus on your website’s conversion rate to get a dose of reality at how well your website persuades visitors to perform a desired action. The higher the conversion rate, the better your website is performing. A low conversion rate could indicate several wrongdoings. To name a few: you could be attracting the wrong type of traffic, your call to action is too weak, or you have ineffective copy on your website.

Think of your website as a salesperson you are giving leads to. You expect a good salesperson to convert good leads to sales. In the same way, you should expect your website to convert qualified visitors to leads. Your conversion rate is a measure of how successful your website is at doing that.

Because your conversion rate has such a significant impact on your website’s profitability, you should be continually optimizing your website for conversions. Even the smallest tweaks in the right direction create substantial impacts on your bottom line. Check out our free tool that makes it easy and fast to keep track of your website traffic metrics.

When you know to watch your website traffic and monitor these metrics (even at a high level), you’re better able to target your most valuable traffic sources and make the changes needed to squeeze out more results from your existing efforts.

The Fast, Easy Solution for Monitoring Your Website Traffic Metrics

If you’re like the average business owner, then you’re probably not interested in being an analytics genius and are more interested in the “growing your business” part. We get it. But if you don’t know how to comb through miles of analytics data, how will you know if your website is on track for success or for failure? These are the questions that lead us to combine the idea of user experience with the importance of understanding website analytics.

Our free tool simplifies what Google Analytics tracks and reveals about your website. We apply the fundamentals of design so your experience with understanding website data is simple and fun! With Smylelytics, Google Analytics reports are made clear for you so you can spend more time focusing on what’s important— growth!

Smylelytics is completely free. Sign-up today and see it make reaching your business’s online goals simpler.