6 Website Metrics Every Organization Should Track

It is essential to monitor your website’s performance and ROI. Doing so assures that you know the value your website is providing your organization, and what areas need improvement.

When it comes to monitoring and tracking website performance and ROI, there are six main metrics you should be monitoring and tracking. Using Google Analytics (Free), a spreadsheet (or CRM), a simple contact form (I use Contact Form 7), a lead capture tool, and Crazy Egg ($9 per month), you can monitor all six metrics.

Here are the six website metrics every business should monitor and track:

(1) Traffic

There are 3 main traffic metrics to keep an eye on. All three of these can be tracked using Google Analytics:

Total Visitors: how many total visits a website receives (regardless of unique individuals).

Unique Visitors: the number of distinct individuals visiting a webpage within a certain amount of time, without no regard for number of times they visit the site.

Traffic Source: the source where your website traffic is coming from.

By monitoring the above three traffic metrics, I know (a) how many people are visiting my website, (b) if I am getting enough traffic or not, and (c) what traffic source is most effective and profitable (i.e. email, Facebook, another website, direct, etc.).

(2) Bounce Rate

Bounce rate is the percentage of visitors who visit your website and then leave after viewing only one page. This metric can also be tracked inside Google Analytics.

If your bounce rate is high, this means people aren’t staying on your website long. This is a problem. You want potential customers staying on your website, engaging with the content, and taking your desired action.

Incorporating a blog with useful content is one way to go about lowering bounce rate. Think about creating blog posts, videos, infographics, and other types of content that your potential customers will find useful and want to read.

(3) Where are people clicking (and not clicking)?

Using Crazy Egg (heatmaps and scrollmaps), you can see what parts of your website people are clicking, viewing, and not clicking.

This is great in determining which parts of your website is most clicked, viewed, and which parts of your site users think are links. Tracking your site’s heatmap and scrollmap allows you to redesign your site in a way that is intuitive and enjoyable for customers and users.

(4) Leads

By incorporating a lead capture form and contact form, you can easily double your lead generation from your website. Use the lead capture form for future buyers, use the contact form for prospects who are ready to buy now. Track total leads generated each month and each year in a simple spreadsheet. (I use Google Drive for this.)

For lead capture I use LeadPages. For the contact form I use contact form 7.

(5) Revenue

Ultimately, you want your website to be a revenue-producing asset for your organization – whether that comes in the form of qualified leads that turn into sales, direct sales, or donations accepted online.

If you accept payments online, you can track this through your merchant account. Otherwise, use QuickBooks, your CRM, or a spreadsheet to track revenue from your website.

(6) Return on Investment (ROI)

ROI is one of the chief metrics in business. It tells you what parts of your business are producing a positive return for your organization and which ones aren’t. Be sure to track the amount of money you invest in your website, and the financial return it provides your organization.