In the web design world, we define success by a series of key performance indicators (KPIs). These are quantifiable measurements, agreed to beforehand, that reflect the critical success factors of the new website.
By asking a few simple questions, you will greatly enhance the success of your new website.
Here at Moove Agency, we’ve built a good number of websites since we started back in 2010. This experience has given us a great insight into what works and what doesn’t. We thought we’d make life easier for you and compile a list of metrics that we believe are the best way to measure your website’s success. Here they are.
For many websites, the most important goal will be lead generation: capturing details of incoming users or having them call your sales team directly. If that’s the case, metrics you would track are:
- Number of enquiries (via email or web form)
- Number of white paper downloads
- Number of phone calls from website visitors
A lot of websites aim to provide more information and enhance their company’s credibility. You can track and judge your user engagement success with these metrics:
- Number of visitors
- Average visit duration
- Average pages visited
- Bounce rate
- Number of social media shares
If you’re looking to create or increase awareness about your organisation or product, the following metrics will be a good indicator of how successful your marketing is. The ‘New vs Returning Visitors’ metric will be especially interesting, as it shows the performance of your marketing over time.
- Number of total visits
- Number of unique visits
- New visitors vs returning visitors
- Number of inbound links
Your most important metrics will probably be the lead-generation numbers. But we recommend keeping a close eye on acquisition metrics too. Why? Because the more traffic your website receives, the more sales or leads it will generate.
Finally, we advise measuring all the above metrics on a month-by-month basis. Track them every month for at least a year. That way, you’ll see how effective your new website really is. Our experience shows that the numbers tend to rise over a period of 6 to 12 months.
One final tip: to track many of these metrics, you can simply use Google Analytics. For more advanced tracking (such as phone calls generated from your website), you’ll need third-party services such as ResponseTap, or SproutSocial for social media engagement metrics.
Talk to a web specialist today
Drop us an email or call us on 020 3372 5696.
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