Monitoring Website Performance

Posted 8 September 2007 under Managing Your Website

Monitoring the performance of your website is vital. Monitoring your website should allow you to:

  • Determine how people are finding you in search engines
  • Finding out more about the types of visitors you are attracting, such as where they come from, what language they speak, what types of software they use to browse the web and even connection speed.
  • Determine what content on your website is most sought after (eg. a product or service page).
  • Help you determine your conversion rate - the percentage of all visitors that become leads or ultimately customers. If you have a low conversion rate it could mean that you are not attracting quality traffic or that visitors are not being persuaded well enough.
  • Determining your bounce rate - the number of visitors that land on your site and leave before viewing another page.
  • Determining the length of time people spend on your site.
  • Determining the number of people that return to the site after one visit - in many cases it will take the visitor a number of interactions with your site before they make a decision (particularly when more risk / effort is involved)
  • Finding out which other websites are linking to yours.
  • Discovering how visitors browse through your website, for example homepage > products page > order page, and where most visitors deflect.
  • Determining the effectiveness and results of your advertising campaigns (particularly online advertising).

Depending on the nature of your business and of your site, results from monitoring performance can be used in different ways. Most if not all businesses can use this data to make informed decisions on not only enhancing their website, but also their product / service.

There are many tools available for monitoring activity on your website. A popular choice is Google Analytics.

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