A four-step procedure for evaluating website performance.
An overview of the four steps teams can take to measure and improve their website’s performance.
You have launched a stunning website for the entire world to see.
You have a hero page that is stunning, engaging interactions, and content that lasts for days. But how can you tell if your website is reaching the people you want it to? Does a website make a sound if it falls in the forest with no one around to see it?
To ensure that you effectively meet the needs of your target audience and connect with them, you must measure the performance of your website. You should also be able to determine if your website is assisting you in achieving the objectives that inspired its creation. Performance insights can help you increase conversions, traffic, and engagement on your website. Consider website performance metrics to be the website world’s constructive criticism; they will inform you of your strengths and weaknesses.
1. Recognize the importance of website performance measurement.
Because it lets you see how well your website is serving your audience, it’s important to measure performance. You will be able to identify issues with your website with the data you collect. The data ought to reveal the problem if a feature is lost, a user flow isn’t getting visitors to the right place, or a call-to-action (CTA) isn’t working.
In addition, measuring the performance of your website will provide you with the data you need to increase engagement and traffic. A consistent health check for your website is provided when you measure performance on a regular basis. After that, you can begin making adjustments and track their effects, developing your website in a data-driven and well-informed manner.
2. Learn about your tools.
Google Analytics will be your primary tool for evaluating the performance of your website. Google Analytics can be difficult to set up at first, but once you do, it’s a powerful tool. Fortunately, it includes a comprehensive Help Center, free online courses at Analytics Academy, and an active online community to help you get started.
Extra instruments include:
-Google Search Console to enhance the performance of your Google searches.
-PageSpeed Insights to evaluate your website’s technical performance, which can have an impact on the user experience.
-Ahrefs to get further site design improvement (Search engine optimization) and contender understanding.
-Use Clearscope to enhance your SEO-friendly writing.
– Built-in tools that your website platform or hosting service might have that tell you a little bit about your website.
3. Determine which KPIs to monitor.
You must choose which key performance indicators (KPIs) you want to track in order to measure your performance. The kind of website you run and the industry you’re in will determine the specific KPIs you use, but there are some fundamental metrics that everyone should pay attention to.
You can track performance at each stage of the customer journey by measuring specific KPIs. Along the way, they will also let you respond to important questions. Did your intended customers find your website? How did they discover your website? After they arrive, what do they do? How much time do they spend on your website and how far do they look around? And lastly, do they proceed to a deeper level of engagement with your product or service?
Impact and reach of the audience
Find out how many potential customers visit your website by measuring audience reach. Determine impact by counting the number of visitors who become customers. We can see how to do this with Audience Overview by looking at Google Analytics.
Take a look at Users and Active Users in order to gauge audience impact and reach. This will inform you of the number of unique visitors to your website. Additionally, you can measure sessions, which look at how long a user spends on your website. A visitor’s activity on your website for more than 30 minutes or multiple visits will be recorded as multiple sessions.
Source of traffic.
Do you want to know how people find your website? Monitor traffic sources! This time, select All Traffic, Source/Medium from the Acquisition menu in the left-hand menu of your Google Analytics dashboard. The specific source (such as Facebook, Google, or YouTube) appears before the slash, and the medium of that source (such as email, referral, or paid-social) appears after it.
The following is what each medium suggests:
Direct traffic is traffic that comes from people typing in your URL or bookmarking it. These are returning visitors to your website who are familiar with it. Direct traffic indicates that you have established a consistent following and are gaining regular value from it, thereby sustaining your customer base.
Organic visitors are those who find your website through a search engine, typically Google. If your organic search results are high, it means that your website is ranking well for relevant keywords and that you are reaching new audiences as a result.
Referral: Backlinks from other websites and news sources bring visitors to your site. Referrals show that people are talking about you and that people see your website as a good resource.
Social: Social media are bringing in visitors. Customers and followers are linking to and discussing you on their social media platforms.
Email: Your newsletters or email campaigns are bringing in visitors. This may indicate whether subscribers are actually clicking through to your website and how effective your email marketing is.
Additionally, navigate to the Acquisition section of the Google Ads menu to view the results of your search ad campaigns. You will be able to see how well your advertising efforts are working here, as well as whether or not the financial investment is worthwhile.
4. Make use of your insights from data to boost site performance.
Metrics provide crucial information about your website. However, measuring alone is insufficient. Utilizing the available data to guide any subsequent changes to your website is what truly makes a difference.
Additionally, measuring site performance is not a one-time activity. Each of these metrics should be checked on a regular basis as a habit. After that, you will be able to strategically modify your website and measure the specific impact of each modification.
Once you have established a solid foundation from which to begin measuring, you can enhance your metrics in a variety of ways. You could:
– Enhance the design of your UI or UX.
– Fix your website’s confusing navigation.
– Increase your content’s internal linking.
– Write more content that is useful.
– Find more relevant keywords to target.
– Make technical SEO optimization improvements.
– Create more precise calls to action.
– Enhance your visual design and interactions.
You can be sure that no matter what you do next, you are building a better website, providing your audience with what they need, and making decisions based on data.