The creation of a website generally makes it possible to meet one or more objectives of your digital strategy. A website allows you to get more visibility, generate leads or even educate an audience …
Once your website has been created using a CMS, it is essential to regularly measure key performance indicators. These performance indicators (or KPIs) will identify the optimizations to be made to the website in order to achieve the objectives set. Whether to measure traffic, assess conversions or analyze engagement, it is necessary to follow KPIs.
There are many different KPIs so where do you start? You will find below a list classified by growth objective. It will allow you to help you monitor the performance of your website.
KPIs to track traffic trends
The total number of visitors : it measures the visibility or notoriety of a website. This KPI also allows to know the number of people affected by a particular campaign.
The number of visitors by acquisition channel allows to compare the capacity of each acquisition channel to generate traffic to the website. This traffic can come from different sources: organic traffic, direct traffic, newsletter, Facebook, Instagram, LinkedIn, inbound links … Depending on the objectives set, the number of visitors can be analyzed in relation to several criteria. It is thus possible to classify the audience (based on location, demographic data or the device used, for example).
The number of sessions : a session corresponds to a visit. On the other hand, a visitor can carry out several sessions, that is to say, visit your site several times.
The percentage of new sessions where the number of new visitors identify the share of new people reached by your website.
Indicators to analyze the user experience
The length of sessions : The more time users spend on your website per visit, the more it indicates a satisfying user experience.
The time spent per page : A site visitor can view multiple pages per session. Knowing the time spent by Internet users on each page makes it possible to measure their effectiveness. So the longer the time spent on the page, the more pages are considered interesting by the audience. If the page contains a lot of content but the time spent on the page is low, this can be a sign of a lack of interest in the content offered.
The rebound rate : A rebound corresponds to a visitor leaving your site after having consulted only one page, without having performed a second action. The bounce rate of news sites is generally high because the visitor arrives at the page, he consults the article which interests him then leaves the site. But an e-commerce site with a high bounce rate can indicate a difficulty of the page to convert to purchase.
A high bounce rate can be explained in several ways. It can be a sign of the reader’s disinterest in the content, mark the absence of a link to additional content or highlight a bad user experience (a technical problem preventing the user from progressing on the site for example). A page that takes a long time to load is also often a source of bounce.
The number of pages per session : the higher the bounce rate, the less the number of pages visited per session. These two data therefore generally go together and lead to similar conclusions.
The page loading speed : The faster the pages on your site load, the smoother the user experience. This KPI is therefore important, because linked to the bounce rate, it indicates the need for technical optimizations.
KPIs suitable for conversion tracking
The acquisition cost : The goal of any marketing campaign is to acquire as many buyers as possible at the lowest cost. The cost of acquisition corresponds to the total budget of the campaign compared to the number of purchases made.
The cart abandonment rate corresponds to the percentage of visitors who left the site before finalizing the purchase procedure.
The average basket : it corresponds to the average of the sales amounts per purchase. This is therefore the total turnover compared to the number of sales.
The number of conversions : It represents the number of purchases made after visiting a page.
The conversion rate of a page or site is the percentage of buyers out of the total number of visitors.
The conversion rate by acquisition channel : In order to arbitrate between the acquisition channels to be favored, it is useful to compare the conversion rates of each traffic source.
Assess visitor loyalty and engagement
Repeated user rate : This is the number of unique visitors who have had more than one session on your site compared to the total number of unique visitors.
The share of direct traffic : a visitor convinced by your site can return by typing the URL directly in the search bar of their browser or by clicking on the link saved in their favorites. This corresponds to direct traffic and indicates a certain loyalty on the part of the Internet user.
The number of shares and inbound links per page : a high number of shares and / or inbound links to a given page of your site is a sign of the interest of Internet users, the relevance or the quality of the content offered.
Regardless of the CMS used, regular monitoring of these KPIs can identify the strengths and weaknesses of your website. You will be able to optimize your pages and editorial content to achieve the objectives set.