A website is imperative to the success of any small business – but understanding the effectiveness of that site is the key to transforming consumer insights into actual sales.
So what metrics are the most important when it comes to how people are interacting with and using your small business site? Take a look at the top five website analytics you must understand to run a successful small business:
Page views. The most basic of all website metrics, you must know your baseline page views so you can tell if your site traffic is increasing over time – and by how much. Page views include all the “clicks” on your page, whether a visitor just goes to one page or multiple ones.
Unique visitors. This number is smaller than basic page views because it represents the individual visitors to your website. Someone who reads 20 product descriptions on separate pages only represents one unique visitor. The bigger the difference between unique and overall page views, the better. It means that the people who are coming to your page are sticking around.
Devices. How did your visitors arrive at your site? Increasingly, mobile is becoming the first internet source that people tap, completely cutting out the PC experience. This isn’t to say that you should completely neglect PC-friendly features but you should know how people are finding you. Ideally, your regular website should be optimized for mobile and users coming from all types of devices should be able to access what they need with ease.
Time spent. All the search engine optimization in the world won’t keep customers on your site for very long if they can’t find what they want easily. Are you doing enough to keep people on your site after that initial click? You certainly don’t want to hinder the buying process but you don’t want people clicking back to the search engine results mere seconds after finding you. If your website metrics are telling you that you have a high bounce rate, or percentage of viewers who leave your site after only seeing one page, then it might be time to consider more intriguing ways to keep people interested in your business and what it has to offer.
Conversions. From a bottom line perspective, this is the absolute most important metric to understand about a small business website. A good-looking site that ranks well in a search engine doesn’t mean a whole lot if it can’t take it one step further: converting visitors to customers. For some sites, a conversion occurs when a visitor actually buys something, and for others it happens when a contact form is filled out or a phone number is dialed. Whatever your desired outcome, knowing how many of your visitors are taking your cyber bait is important to fresh, innovative site updates. Most experts agree that on an ecommerce site, a 2.5 percent conversion rate is good.
Your small business website is your window to an entire world of customers – take advantage of that fact and let your analytics lead your website sales strategy.