How to Identify KPIs for Measuring Website Performance

Right now, your dashboard looks as if it was written in ancient runes you have yet to decode. There are so many metrics and dimensions for you to track that you’ve started to wonder how anyone does it?

Here’s the truth – no one tracks everything. Nor should they.

Measuring your website’s performance can be a rather simple task when you know what to focus on.

And we’ll tell you just that.

Follow our tips to identify the right KPIs to measure if you want to know if your website is contributing to your business goals.

Metrics vs. KPIs

If you use web analytics tools such as Google Analytics, you’ll see different metrics available.

However, they won’t all be equally relevant for measuring your success. Only the most impactful indicators of your progress should be considered your KPIs.

For example, if you’re working on raising your brand awareness, you may be looking at the number of impressions and reach on social media. These KPIs will tell you how many people you’ve reached with your social media marketing efforts.

So, the question is how to identify the right KPIs.

Here are a few valuable tips to point you in the right direction.

  1. Consider Your Website Type

Website goals, and therefore, its KPIs, will be different for different site types.

Do you have an e-commerce website? Your goals are probably related to generating leads and making sales.

What are your possible KPIs then? The first one to track is definitely conversion rate. Other KPIs may be average order value or cart abandonment rate. All these KPIs can tell you if there’s an issue on your website that you can fix and improve its performance.

On the other hand, you may have a blog that you use to raise brand awareness and build a mailing list. In this case, you’ll want to consider the following KPIs:

  • Number of pages per session
  • Traffic by source
  • Subscriber rate
  • Number of leads generated
  1. Explore the Main KPI Areas

You could divide all metrics into a few broad areas: acquisition metrics, engagement metrics, behavior metrics, and conversion metrics. Chances are, you’ll find a couple of KPIs in each of these areas.

KPIs from the acquisition metrics group will tell you how successful your marketing and SEO efforts are. 

Measuring KPIs from the engagement and behavior metrics group will show you if your content is valuable enough to keep your readers on your website. You can measure pages per session, for instance, to learn if your website content is engaging.

Conversion KPIs tell you if people are actually taking the action you want them to take when on your website. After all, one of the most important website performance indicators is just that – whether or not your content is driving people to take the main action from your CTA.

  1. Don’t Focus on Vanity Metrics Only

Say you have many website visitors every day, but your conversion rate is low. If your business goal is to increase revenue, a low conversion rate means your website should be performing better to contribute to your goal despite the good traffic volume.

Remember, the number of followers on social media doesn’t matter if no one is buying from you! So, don’t focus on vanity metrics solely, without looking at them in conjunction with other KPIs that will allow you to see the whole picture.

Are You on the Right Track?

Measuring just any metrics won’t help you determine if your website is helping you reach your unique goals.

Whether you’re looking to increase your visibility on Google and drive more people to your website, or you want to skyrocket your conversion rates, it’s critical to identify the KPIs that will tell you if you’re on the right track.

Follow our tips from this article and you’ll easily build a set of KPIs that will help you evaluate your efforts accurately and improve them to perform even better.

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