A website provides various benefits to a business. It keeps acquisition costs low and serves as a channel to connect directly with customers and provide them with a personalized experience, leading to higher revenue. But, these benefits hold true for competitors as well, and the best way to ensure your business retains the upper hand is to consistently track website performance and ensure 24/7 uptime. In this article by Tracie Carrigan Web Design, we’ll explore the best steps to follow when it comes to website monitoring and the impact it has on your business.
- Key Metrics to Keep an Eye On
A business website is a complex platform with various moving pieces. While ideally, you should be tracking every metric, there are a few which take precedence given the type of insights they provide. Here are four key website metrics you should track:
- Interactions per Visit: This metric provides you an idea regarding which elements of the website users are interacting with the most, such as links, buttons, and other interactive elements. Insights drawn from this metric can be used to improve page designs and increase conversions.
- Session Duration: As the name suggests, this metric tracks the total time spent by a user on your website. In the case of unique visitors, you should aim to have session durations that span more than a minute. But, when it comes to repeat buyers, having a low session time indicates that your website is running smoothly and customers can complete actions with ease.
- Conversion Rate: The conversion rate is calculated by dividing the total number of visitors by the number of sales on the website. Whether you’re selling a product or service, your aim should be to maintain consistently high conversion rates.
- Exit Pages: The page on which a visitor abandons the website is considered an exit page, as reported by MonsterInsights. Your website should have dedicated exit pages such as the payment confirmation page. However, if there are other pages with a high rate of abandonment it’s important to promptly review their code and make adjustments to your user flow.
- Benefits of Website Tracking
Here are the two main benefits your business will experience compared to competitors who do not focus on tracking website performance:
- Collecting Useful Customer Data: By using website tracking tools, you can log every action a customer makes on your website. This data can be used in all business areas, from creating better products and designing effective marketing campaigns to writing good sales pitches.
Generating Higher ROI: Consistently tracking and improving website performance will result in good performance across all metrics leading to higher traffic, engagements, and conversions.
- Best Tools to Improve Website Tracking
In addition to using a dedicated website tracking tool such as Google Analytics, here are two types of software you should consider implementing for the business:
- Business Process Management (BPM): This is an AI-powered tool that can be used to streamline business processes related to website tracking. Repetitive tasks such as logging metrics and creating performance reports can be delegated to the tool, while your team can focus on planning the next actionable steps. Additionally, a BPM tool allows for seamless sharing of data with respective shareholders who can draw insights to make better marketing and sales campaigns.
- Process Mining: Your website performance will directly be dependent on sales and marketing campaigns, for which each time will use a set of software and processes. A process mining tool is another AI-powered tool that works by reading the log data created by other software programs. Once it has collected the data from your programs, it will analyze the performance of your processes and create a streamlined workflow that can be used to eliminate inefficiencies and improve website performance. Here is an in-depth guide on the process mapping best practices for your business.
By consistently tracking website performance using the correct metrics and tools such as process mining, you’ll be able to stay on top of customer demands, make necessary changes, and make your business stand out from the rest in the market.
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