Web Metrics, What is Important and Why?

Web metrics are essentially the metrics that are used to measure the success of one’s webpage. Many different web metrics can go into the measuring of the success of an individual’s site. To name a few of these web metrics: Conversion rate, bounce rate, exit rate, visitors, top 10 pages, and more. In this blog post I will be discussing the top 3 web metrics that I find most important and why.

  1. Firstly, I would like to discuss the web metric. the exit page. Have you ever been on a website, then all of the sudden you get to a portion of the site where you feel the need to exit? This would be the exit page. The exit page of a website is the amount of people who left your website after visiting that page. This means that the more people who exit a specific page, the more poorly that page is doing. Website managers should always keep an eye out for high exit pages on a website, that way they can change them if need be. Unless however you are speaking of a receipt page or something of that sort, which would obviously be your highest exited page. An example to easily compare would be… I oversee the webpage for Best Buy. However, I notice that I have a really high exit page rate in one of my categories on the site, say it is the televisions section of the site. I would want to go ahead and make changes to that televisions page so it will not continue to drive any more customers away from the site. If you do not know the exit page rate of your pages, you could potentially be driving customers away, which is a huge issue.
  2. Next, I would like to discus the metric of visitors. Now there are two different types of visitors I would like to touch on unique visitors and website visits. Noah Parsons wrote a great definition of these two visitors in this article, http://articles.bplans.com/the-6-most-important-web-metrics-to-track-for-your-business-website/ “Unique visitors represents the count of individual people that visited your site regardless of the number of times they visited your site. So, if person A visits your site once and person B visits your site five times, you will have two unique visitors and six total visits.” Now that we have a general understanding of these two types of visitors I can tell you why these visitors are so important. These visitors are the people who will be making up all of our online web analytics (i.e. bounce rate, conversion rate, exit page, etc). It also represents the size of the audience we are trying to speak too which will help us better gauge how to communicate to our audience.
  3. Lastly, I would like to discuss the bounce rate. It took me a little bit to understand the difference between the bounce rate and the exit page, these are known to trip people up, it is not uncommon. The bounce rate is when someone visits your site, then immediately exits out or clicks the back button. A comparison of this would be a customer walking into a store, then immediately walking right out. A bounce rate is usually high because people did not find what they were looking for when they arrived at your webpage. Now, you cannot have a 0% bounce rate because people are obviously going to accidently click on your site occasionally and you cannot help that. However, every lost visitor to your site could potentially be a lost sale so you will want to keep your bounce rate as low as possible.