When you have a website, or an app, it’s vital that you measure its success. But how do you do that? What you need to know are the most important key performance indicators (KPIs) which present the health of your website and app in terms of contributing to the objectives of the business. Is this something that you do? If not, here are the seven most important KPIs to know about in terms of your website and app, and just as importantly, how you can measure them.
This is vital in terms of what is known in the business as UX – User Experience. Think about it. Someone clicks on your weblink, but now it takes what seems like an infinity to load. The same problem presents with your mobile site, or your app. What will the result be? Bounce. Bounce is the user immediately navigating away from your site, because in this instance, they simply won’t have the patience to deal with a slow loading site. Would you?
Measuring load speed is simple, because you can test it yourself. In fact, you do test it every time you click on your site or app through the front end. The size of images and the operating system that you employ will have a huge effect on loading speed, so aim for the quicker the better.
This one is obvious. Who is using your site or app? What demographic are we talking about? And when do they access it? These type of user stats are vital to building a product and accompanying offers and services which target the audience you have, which means the audience that engages with your site and app. How do you do it? Google Analytics is a great place to start. It’s free, and you can use it to track any number of important user details.
Now we are truly into the nitty gritty of your website or apps performance. Conversion rate is simply the number of visitors to your site who actually go on to buy from you. How many of those visitors are actually contributing to the bottom line of the business?
Measuring conversion rate, which is probably the most talked about metric in terms of the success of your marketing approach, is easy. All you need is the total number of visitors to your site, which Google Analytics, for example, will give you, and the number of unique sales that you are making in the same period. Dividing the latter number by the former, and multiplying that resulting number by 100 will tell you all you need to know.
User lifetime value
This is a lovely metric because it provides information about repeat customers, as opposed to those customers that buy from you once, and never come back. Obviously, you do want them to come back, so you can use this information to target repeat customers more specifically with special offers and the like. And gathering the necessary data is easy too with these same analytical tools.
There are some numbers which, on their own, mean very little (number of visitors to your website) while there are others which are central to your success (conversion rate). Getting a handle on the number of qualified leads you have certainly falls into the latter category.
When a user on your site fills out what is known as lead generation form, these metrics are measured by an analytical program such as Google Analytics. You then have access to that date, which tells you who that user is. Armed with this information you can track this against pre-determined user profiles that you have hopefully made in order to ascertain the quality of that particular lead, and rank them accordingly. What you are looking for, obviously, are leads that fit against your target audience. If they are totally wide of the mark, then you are doing something wrong.
This is another simple metric, but one that is vital to know. Where is your traffic coming from? Again, Google Analytics can give you this information, and with it you can understand how many of your users are landing on your page or app with prior knowledge of your brand, or how many are landing there uninformed. That’s crucial to know, as you can they layout your site or app accordingly.
This one is as old as they come, but is as important as ever. Satisfied customers are likely to be repeat customers, which are vital for your business. They are vital for any business. How you collect this information is up to you, but short customer questionnaires have traditionally been one of the most successful means of collecting this data. With it you can continually work on improving your product and service delivery.