Visitorship, page views, conversions…all these terms can be confusing for new businesses who wish to track website performance. To avoid confusion, let’s focus on the most important metrics and what they translate to in terms of performance.
1. Visitorship/Unique Visitors
Visitorship tracks the total number of visitors to your page. As some of these visitors may be repeat visitors, unique visitor statistics discounts these repeat visitors and only tracks the total number of individuals who have visited your site.
2. Page Views/Average Page Views
Page views tell you if your visitors are exploring beyond the home page, and is indicative of the content you provide to your customers. Average page views will tell you how many pages your customers are viewing on average per visit. Assuming your online store has 10 pages of product content, you should aim for at least three or more average page views per customer.
3. Average Time Spent
Average time spent tells you how much time your customer is spending on your site. If they are spending anything less than a minute, we have a problem here! This means your site is not offering content that is relevant or interesting to your customer.
4. Bounce Rate
Bounce rate is also used to measure relevance of content for your visitors. It is measured by the number of customers who leave your site within six seconds of entry, which could mean that they entered your site by accident, or they found the content of your site irrelevant to them. A bounce rate of less than 60% is considered healthy, anything above that and you should consider redesigning your home page to make it more relevant and interesting for your visitors, or optimizing your ad campaigns. Bounce rate is highest when you have an ad campaign running, as campaigns drive more traffic to your site.
5. Traffic Sources
Whether or not you are running an ad campaign, it’s good to know where your traffic is coming from. If you find a large number of your visitors coming in from Facebook, for example, you might want to consider increasing your Facebook activity to get more customers. If you find direct traffic or organic (non-campaign) searches dominating your traffic, you must be getting a lot of referrals through word of mouth!
BONUS: Mobile vs Desktop
Smartphone penetration rates are increasing by the minute, and more consumers are making purchases on the go via mobile. Invest in a simple mobile-friendly site and make it easy for your customers to purchase your product or service on the go, and you’ll have them coming back for more!