4 Indicators of Website Performance
In this Social Media Age, almost all businesses have adopted an online presence. To capture a percentage of Internet users, large and small companies have put up its own company website, Facebook fan page or group, Twitter and Instagram accounts.
Having a website and Facebook account or FB page have become the prominent form of media and communication to acquire new and retain existing customers and stakeholders.
With this trend, businesses have to innovate and be attuned with the consumers both offline and online. But, how do businesses measure their performance in the Worldwide Web?
In the old days, advertising took forms in newspaper advertisement, television commercials and radio segments. Now, with the Internet boom, marketing and advertising opened up a whole new world for businesses.
When you have your own company website, the next important step that you need to take is to analyze and evaluate your website performance. So that, you’ll be able to measure and analyze how your website is doing in terms of traffic and SEO (Search Engine Optimization)and Conversion. By seeing the numbers in the charts, you can take appropriate actions in order to get more visitors and customers to your site.
Compared to traditional advertising, website analysis tools can give you real-time feedback about the performance of your website.
Here, in this article, we will be discussing web analysis tools for your website.
The most popular Web Analysis tool is Google Analytics by you guess what, Google. It is absolutely at no-costs for your business, which is a good thing especially for startups. With Google Analytics, you can gauge important factors such as number of visitors who visited your page, through what platforms, number of pageviews, which content ranked higher in your website, behavior of the users, and other pertinent data. Furthermore, you can specify the dates that you would like to view in your Google Analytics page.
Before we define the terms and identify the important sections in Google Analytics, first, you need to set your objective or goal for your company website and business. That means, you should set the goals or reach of your website.
Aside from that, also check Google Analytics in a daily basis to determine user’s behavior and preferences, location of visitors, most wanted content and pages, and go from there. Before we go to the nitty-gritty parts of Google Analytics, let’s define recurring terms.
3 Most Common Terms in Web Analysis
According to the “Web Analytics Big Three Definitions” by Web Analytics Associations:
- Unique visitors- number of individuals, within a specific timeframe, who accessed the site; each individual is identified as one unique visitor for that period
- Sessions/ Visit- it is the access of a user of the website pages (termed as Page Views)
- Pageviews- the number of times a page was viewed or accessed by a user
Source: Web Analytics Association, Web Analytics Big Three Definitions, 2006. Retrieved from:http://www.digitalanalyticsassociation.org/Files/PDF_standards/WebAnalyticsDefinitionsBig3.pdf
For a complete list of definition of web analysis terms, click on this link: http://www.digitalanalyticsassociation.org/Files/PDF_standards/WebAnalyticsDefinitionsVol1.pdf. Source: Web Analytics Definitions, August 16, 2007, Web Analytics Association
4 Important Elements of Website Performance for Business
I. Building Blocks of Website
- PV or Pageviews
- Unique Pageviews
- Number of visitorsVisitors
- Unique users (Unique visitors)
- New visitor and Return visitors
- Average session duration
- Bounce Rate
- Demographics- language, country and city
For example, a user read 3 pages of web copy, unique visitor is “1”, PV is “3”.
II. Characteristics of Users who visited the website
- Entrances (Entry Page)
- Landing Page- rankings of content/ article
- Average Time (Visit Duration)
- Clicks (Click-through)
- Click-through rate, click rate (Click-through Rate / Ratio)
- Traffic Sources (Source/Medium)
III. Characteristics of the Content of the Website
- SEO or Search Engine Optimization
- Bounce Rate
- Average Time on Page
- Average Session Duration
IV. Indicators of Achievement (Conversion Metrics)
- Event (Event)
- Conversion (Conversion)
By monitoring these four indicators in your website, you would be more prepared to craft better online marketing strategies.Studying these indicators of website performance will greatly help in improving your market reach and expansion.
Taking a good look at your Google Analytics page, you can get an overall picture down to the smallest details of the performance of your website. Thus, you would be able to come up with more competent and appropriate online marketing strategies for your business.
Sources: http://www.digitalanalyticsassociation.org/Files/PDF_standards/WebAnalyticsDefinitionsVol1.pdf. Source: Web Analytics Definitions, August 16, 2007, Web Analytics Association