As a business owner, you’re always looking for ways to improve your website and boost conversions. But is conversion rate the best metric to gauge the performance of your website? In this post, we’ll take a look at some of the other factors you should consider when assessing your website’s effectiveness. By doing so, you may find that improving your web conversion isn’t as important as you thought it was. So read on to learn more!
What is the Conversion Rate?
Conversion rate is the percentage of visitors who complete a desired action on your website. For instance, if you run an eCommerce store and want to drive sales, then your desired action might be for shoppers to add items to their online cart or buy one or more products. If 10 out 100 people click on the
“BUY” button, your conversion rate is 10%.
When should you focus on conversion rate?
If you are an eCommerce business owner or online marketer, the conversion rate is something you might spend a lot of time thinking about. This is because the more people who buy your products or services, the more money your company makes. More conversions mean you’re doing a good job at driving traffic to your website and encouraging people to take action on it.
Conversion rate is a popular metric that many people use to measure the success of their digital marketing campaign or their website click funnel, but there are other metrics you might want to consider and focus on. It’s not that conversion rate percentage or ratio is wrong, it just doesn’t tell the whole story.
Other metrics to consider
A good way for digital marketers to go beyond this narrow definition would be with other metrics such as:
- Lead source
- Average time spent on site
- Average pages viewed per session (aka page depth)
- Bounce rate
- Click-Through Rate (CTR)
- Exit pages
- Conversion path
- Returning Visitors
- Geographic data
- Page load speed
- Keyword ranking
- Link Sharing
Now that we know what some of these other metrics are, let’s take a look at how they can be used to measure the success of your website.
Lead source is a metric that can help you understand where your leads are coming from. This can be useful for understanding which marketing channels are most effective in driving traffic to your website. If you’re running a PPC campaign, for example, and most of your leads are coming from that source, then you’ll know that the money you’re spending on PPC is worth it.
Avg time spent on-site can help you understand how engaged your website’s visitors are. If people are spending a lot of time on your website, it means they’re interested in the content and find what they’re looking for. This is a good sign, as it indicates that you’re providing value to your visitors.
Avg pages viewed tells you how many pages people are viewing on average when they visit your website. Seeing this metric can give you a sense of how engaging your website’s content is. If people are only viewing a few pages, it means your website might need some improvement in that area.
Geographic data can be useful for understanding where your website’s visitors are coming from. This can help you determine which marketing channels are most effective in reaching certain demographics and geographies. Also, if you’re just starting out and not sure who your target audience is, this information can help you.
Bounce Rate is a very important metric for digital marketers as it gives you an idea of your website’s “stickiness”. If people are leaving your website immediately after visiting, then there’s something wrong with the website and its content.
Click-through rate (CTR) is a very important metric because it can tell you how interested your website’s visitors are in what you’re offering. If a consumer clicks on your link, you have their full attention – it’s your job to convince them that they should stay.
There are a few things you can do to increase your CTR, the first of which is to make sure that your meta descriptions accurately reflect the content of your pages. You also want to use compelling and eye-catching titles, and make sure that your website is easy to navigate.
Exit Rate and Top Exit Pages are important metrics to consider because they can tell you where people are leaving your website. If a lot of people are exiting your website from a certain page, then it means that the content on that page is not resonating with your visitors. You’ll want to take a look at that page and see if you can improve it.
Returning Visitors is a metric that tells you how successful your website is in retaining its visitors. If people are coming back to your website, it means they’re finding what they’re looking for and enjoying the content. This is a good sign for your website’s success.
Conversion Path is a metric that can show you how people are getting from your website to the conversion goal that they want to achieve. This is important because it helps you understand which marketing channels are working best in driving traffic to your website. For example, if most of the visitors who arrive at your site after clicking on an advertisement are converting, then you’d know that the ad is successful in driving conversions.
Link Sharing is an important metric because it tells you how many people are sharing your content on social media. It can also be useful to see what specific types of content are being shared the most. If people are sharing a lot of your blog posts, then that’s great – it means that other people find them interesting and relevant.
Page load speed is an important metric because it tells you how fast your website loads. Most people won’t wait for a slow-loading website to load, and would rather leave and come back later if they want to access the content. Make sure that your mobile pages load quickly as well since mobile is where more and more people are accessing websites these days.
Keyword ranking is an important metric to track because it tells you how well you’re doing in terms of SEO. If your website is ranking high for certain keywords, then it means that you’re doing something right in terms of optimization.
These are all important digital marketing metrics to consider when assessing the performance of your website. But remember, before you dive into any metric, it’s crucial that you clearly define your website’s objectives and success criteria. This will allow you to better measure whether or not your web conversion campaign is working.
Overall, these are just some of the many other metrics you can use to measure the success of your website. By taking a holistic view of your website’s performance, you can get a better understanding of how it’s doing and where it needs improvement. And by using the right metrics, you’ll be able to make data-driven decisions that will help improve your website’s effectiveness.
Key Takeaways: Web conversion is only one step in the entire process that leads to actual conversions. Using web metrics other than conversion rate can give you a more comprehensive picture of how your website is doing in terms of return on investment.
A conversion rate is only one metric of many that you can use to measure the success of your website. Knowing how people are interacting with your site, what they like about it and don’t like about it, or where their attention goes when on different pages will give you an idea for improvement opportunities. If you want help optimizing your web presence, contact us today! Our team has over 15 years of experience in creating compelling designs and developing effective digital marketing strategies for clients across a variety of industries. We would love to talk more about how we can help make sure all aspects of your website work together perfectly so that you get the best return on investment possible. Visit Adept Creative for more information.
