5 Website Performance Metrics You Should Be Giving Attention.
Are you struggling to measure your website performance metrics? With today’s ever-changing digital marketing landscape, websites are only focusing on engaging content. This change has seen website performance metrics take the lead in the last decade.
The online market has grown quite competitive, with everyone trying to improve their conversion rates. With increased customer expectations comes high pressure for online brands and e-commerce stores to improve their user experience. Simple things like a slow loading site can have a ripple effect on the overall performance of the whole website.
With increased competition and impatient online users, companies are now looking for ways to measure their website performance rates. There are numerous performance metrics that all website owners must track. However, below are the five most essential ones:
1. Your Website’s Speed
Do you remember the last time you went online and spent over 15 seconds waiting for a website to load? Do you remember the frustration? That’s exactly how your users feel when your website is slow.
Your website’s speed is among the most important aspects of user experience. Slow speed can lead to numerous negative effects on your business and the conversion rate. Below are the disadvantages of slow site speed:
- High bounce rate
- Lower conversion rates
- A low number of visited pages on your website
- Negative impact on your Search Engine Optimization
- Reduced ranking by search engines
- Loss of potential clients to competitor sites
- Negative user experience
A website’s speed has a major impact on paid search and SEO. Most search engines such as Google aim to display relevant websites with a high user engagement. They will often pinpoint websites with a poor user experience and remove them from the display.
Sites with poor user experience are ranked lower on Google. Therefore, if your site takes too long to load, your search ranking will also be affected. The same case applies to paid searches.
The faster your site loads, the higher Google ranks its relevance to certain keywords. This results in an increased quality score of your landing page. A higher landing page quality score reduces your cost per click and places your website in a higher position on the search display page.
To improve user experience, your maximum loading time should be 3 seconds. Over 40% of online users leave a website if it takes longer than 3 seconds to load.
2. Average User Session Duration
This refers to the average time a user spends on your site. It can tell you a lot about your overall user experience. If a user spends a lot of time on your site, it could mean they had a good experience with your content.
A higher user session duration could lead to higher conversion rates. Contrariwise, it can also show that some users are having some trouble with your site.
Fortunately, there is an easy way to determine the difference. Study your user’s behavior depending on what they are doing on your site.
If users are spending less time on your site, but the conversion rate is high, you have successfully optimized your conversion. On the other hand, a longer session with little conversion could mean that users are experiencing difficulties on your website. Ensure you look at client needs and repair any technical issues experienced on your website.