What are you doing to build trust? “But if you’re unable to keep them long enough to convert them into a lead or a sale, what’s the point?”, McCall Robison of Best Company echoed Rowland, saying “Traffic is an important factor, but it isn’t as important as engagement.” For Robison, engagement metrics are the true measure of success: “If we don’t have an effective website that promotes engagement and encourages people to interact with our content and leave reviews, then our website’s performance isn’t where we want it to be, even if it’s getting the traffic.”. In this article, we’ve discussed the main KPIs every designer needs to know about, and how you can measure them to gain insights about your website and the behavior of the users that visit it. This KPI is a direct reflection of the sales team’s ability to move qualified leads down the funnel to the quote/proposal stage. “A lot of factors affect the page load time,” Patil said, “such as the hosting server, design of the page, the number of elements on the page, the user’s location, the browser type, and more.”, adMixt’s Zach Greenberger added that page load time for third-party tracking pixels is one often overlooked component.   |  Jan 11, Case Study   |  Jan 8, Marketing “If you just look at overall conversion rates, you don’t get a good gist of what’s actually working and what isn’t.”, Sam Olmsted of Poke Loa agrees, saying, “We’re using multiple strategies to attract visitors, so the source/medium filter in Google Analytics is most useful when it comes to determining our marketing ROI.”, Hosting Tribunal’s Harsha Reddy says they use traffic by source information in a similar way. But if your website only attracts 200 unique visitors, and you generate 20 leads out of it, your conversion rate is 10% and that’s much better.”, “Don’t focus too much on traffic,” Aufray added, “Focus on relevant, qualified, and targeted traffic and on the number of leads you generate.”, In explaining why Kaleidico focuses heavily on visit-to-lead and visit-to-signup rates, Bill Rice said simply, “With our clients, leads are everything.”, “A great website will speak to the user and present the right offer at the right time, and turn them into a lead,” noted Andrea Moxham of Horseshoe + co. “You can spend all the time and money in the world trying to get people to find your site, but what good is it if they don’t convert?”. All other metrics and actions are designed to ultimately grow that number. A KPI is about what each member promises his or her team to contribute. Either way, you’ll have to take a step by step approach, and focus on those email marketing KPIs that are in line with your business goals. Many designers assume that the only Event Action to be measured is the click of the initial CTA, but in fact conversions are often made up of several interactions, and tracking each one can indicate what areas of the user flow we need to improve in terms of usability — that is, how many “interested” users are actually converting, and why are some not converting? You’ll need to find a way to track the number of visits (Google Analytics refers to these as “sessions”), and unique visitors (Google Analytics calls these “users”), as well as to determine the number of new vs. returning visitors your website receives each day. If a metric isn’t offering us any insights about our users, and is a metric that we can’t directly influence through design, then it’s not worth our time to track that metric and try to improve it. “Your value per visit metric is essential,” added Ollie Smith of ExpertSure. Pricing pages, checkouts and other important steps in the customer journey with a high Exit Rate need to be monitored carefully and analyzed deeply. While it isn’t it’s own metric, many of the marketers we spoke with recommended tracking your own metrics by setting up individual goals in Google Analytics. By learning about our users’ demographics and gaining valuable insights into our users’ behavior, we can use data to inform our design decisions. “If I notice an increase in my website’s traffic for a particular month or period, I use Google Analytics to find out which page is attracting the most visitors and where they’re coming from.”, “By tracking this change,” Olmsted added, “we can see which marketing methods are working best to get us the right kind of customers.”. Explaining, Jonathan Aufray of Growth Hackers added, “If you get 1,000 unique visitors on your website, but only 5 people enter their email, your conversion rate is 0.5%. People are visiting your site—it’s a good sign. Measurement is specific, so agreement on definitions and expectations is critical. As mentioned before, once you’ve identified key areas of investigation, you can then take a more diagnostic approach and use heatmaps to identify exactly where your UX is falling short. Time on Site metrics. “At the end of the day, the goal of your website is to convert visitors, but that can be achieved through many different methods and stages of content.”, Nate Tower of First Scribe echoed the need for unique and individual goals, saying, “The most important metric for measuring your website’s performance depends entirely on your business goals and how the website fits into those goals.”, “Every business will have a different metric that should be measured,” noted Jorge Sheffy of Loclweb. This is common with web pages that are informational in nature: a user has a search intent, they find it on your website, and have no other need or desire to stick around. “From an SEO perspective, metrics such as rankings and domain authority are important factors.”. Speaking of answering questions, tracking the amount of time customers spend on your website or a given page can clue you in on a few important answers, too—like whether your audience is finding value in your website. They make growth transparent and is the foundation for a learning culture. As you probably know, we call these conversions. Sign-up with a free plan at BSC Designer for immediate access to 28 scorecard and KPIs … By the way, Event Actions need to be implemented by a front-end JavaScript developer. It’s the quality of traffic you need to attract, not necessarily the volume, particularly if you’re operating in a niche sector or offering a specialised service.”, “Page dwell time is extremely overlooked,” said Andrew Schutt of Schutt Media. We need to use a combination of metrics (including those mentioned above) to determine whether or not there are stumbling blocks which we need to eliminate — which could be anything from friction to broken functionality. You can analyze specific Exit Points to determine where it’s okay for users to exit. These are bounce rate, average time on page and unique visitors,” noted Ian Kelley of Vital Design. ”It’s an indicator of how effective your website really is because it shows you how many people are taking the time to actually digest the content on your site.”, “If none of your viewers are taking the time to read your content,” Schutt added, :then your website probably isn’t very effective at moving visitors down your sales funnel.”. Now, a product page may be different, because the user intent is to buy something, and this would naturally involve more interaction (delivery, credit card, confirmation, etc), resulting in a higher Bounce Rate. Also, the number of visitors is useless if none of them are converting, hence there are other metrics that can be a better indicator. You can then try to convert the user into a customer later on (your primary goal). Google Analytics (Acquisition Snapshot) dashboard, Google Analytics Product Revenue dashboard. Word Count for SEO: Does it Really Make a Difference? Here’s a guide that shows you how to do that. Are they doing a quick scroll and then leaving? “You have to control dwell time by providing value to your visitor and by matching the user intent for the keyword,” Ali added. Another website? Some KPIs are outright useless for making these determinations, and others are dangerous if you analyze them in the wrong way. Top 8 Key Performance Indicators to Track on Your Website 1. “My focus is SEO, so the most important metric I focus on is Bounce Rate.”, “Bounce rate is something I can control,” Kang added, “based on the content we produce and SEO optimization like title and meta description.”, Full Stack Talent’s Roxanne Williams shares that emphasis, saying, “I look at bounce rate in conjunction with average time on page a lot.” Williams uses bounce rate to answer key questions about how their visitors relate to their content. At the end of the day, the most important metric for us is user experience.”. With modern website reporting and analytics tools, we are often confused by the wide variety of reports offered. However, you should also consider that the user might have been looking for something very specific, and your web page delivered it instantly and flawlessly, causing the visitor to leave perfectly satisfied. You are probably wondering how you should design your KPI (Key Performance Indicator). how analytics can be used to drive UX design. There are a lot of factors … It tells you if your strategy is working and if people are actually taking the action you want.” For most, that’s the ultimate measure of website success—are you driving people toward your main CTA? A KPI is a metric you can measure to determine the improvement or degradation of something (which, in our case, is user experience). We polled more than 50 marketers to find out the most important website KPIs all of us should be tracking. Jay Kang of Referral Rock centers engagement metrics on bounce rate monitoring. Write powerful, clean and maintainable JavaScript.RRP $11.95. The Visual KPI Designer Web Site Configuration worksheet is used to edit basic, default settings to configure your Visual KPI sites. A website is a must if you want to be competitive in the industry. As Blast Analytics & Marketing’s Lara Fisher puts it, “The answer is it depends. It shows two practical examples of how the template … Everyone’s goals are different and there’s no one size fits all metric.” In other words, there is no right answer. Acquisition metrics are focused on how effective your website and other marketing efforts are at driving people to visit your site. If you’re a service area business, your might measure how many visitors schedule an appointment.”. Decide which Exit Rates are undesirable (no conversion when there should be), and which are fine (an exit occurred after a conversion happened). Luke Wester of Miva agreed, saying, “Conversions are the main metric to pay attention to.   |  Jan 8, $0/month, no credit-card required, free-forever version. KPIs are crucial for growing a business. It’s so important that you look at engagement and conversion in the context of the channel or campaign they come from,” shared Neil Walter of Walter Analytics. If you haven’t established trust with your users, they may hesitate to hand over their sensitive information. The trouble is that there are so many metrics that it’s almost impossible to track them all in a sustainable and actionable way. KPIs evaluate the success of a particular activity (such as projects, programs, products and other initiatives) in which it engages. You can do this by tracking your visitors, which is typically done using Google Analyticsor some other analytics tool. “While most websites share the goal of generating revenue, the conversion process is different for each,” said Best Company’s Alice Stevens. Whether this is subscribing to your service or buying something from your store, a clear gauge of interest is when somebody has clicked the CTA on your website. https://www.sitepoint.com/designers-guide-kpis-vanity-metrics The only way to leverage the benefits of using established KPIs to evaluate developer performance without succumbing to the potential pitfalls is to develop KPIs … Vanity metrics are metrics that seem useful in theory, but don’t actually describe our users or UX in any way. What device are they using? How Blerter Uses Databox to Track Goals, Benchmark Progress, and Improve Performance, 11 Tips to Help Your Business Convert Organic Traffic Into Qualified Leads, 12 Ways For Using UTM Parameters to Track Website, Content, & Campaign Performance, Landing page performance (including submission rate and new contacts). Maybe there’s a mobile-only issue? But we quickly move to specific conversion-centered metrics.” The metrics Impulse Creative tracks include: Editor’s note: Looking for a better way to see how website performance leads to real sales and revenue? And that means tracking dwell time and how it changes over time. More importantly, did the visitor actually convert. This KPI essentially measures efficiency. The Advisor Coach’s James Pollard shared a similar point of view, saying, “I would rather have a website with a high bounce rate and more sales than a website with a low bounce rate and no sales.” In other words, it’s all about the leads. At this stage we don’t really know much about the user intent, but we could use other KPIs and metrics to reveal the other half of the story: One metric doesn’t hold all the answers. Make sure to check out all the articles in our UX Analytics series. design KPIs; (3) comparison of the main design sub-processes with the existing design KPIs; (4) identification of design process-based KPIs; (5) validation of the proposed set of design KPIs through a number of interviews. “If a visitor finds your page through search, goes through your page, and quickly hits the back button, that sends a signal to Google that your content isn’t fulfilling searcher needs,” said Faizan Ali of WPBeginner. Are they staying and reading the entire article?”, As Osiris Parikh of Summit Mindfulness noted, “A high bounce rate generally means that a website does not contain information valuable to a prospective customer.”, That’s why the answers bounce rate metrics offer can help inform your content strategy—enabling your team to craft content that’s more relevant and engaging to your target audience. KPIs can tell you whether the website you’ve designed is achieving its business objectives or not. Like with most of the metrics mentioned above, Exit Rates will correlate with the user intent. “There are three main website metrics that digital marketers should put emphasis on when analyzing a website’s performance. Once again, context matters, which is why Bounce Rate, although useful, can be a vanity metric if analyzed poorly. Editor’s note: Want to see how different sources contribute to your overall website acquisition? The most common misconception about Bounce Rates is that a high Bounce Rate is a bad thing, which isn’t necessarily true, but factoring in the user intent and even the Avg. Recently we’ve been discussing how analytics can be used to drive UX design. “If you’re a local store that doesn’t sell online, your metric might be how many users call or download directions to your store. Few marketers will complain when website traffic numbers rise. We won’t spam, ever. 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