How to measure the performance of your website

BusinessMarketing & Advertising

  • Author Juliette Richards
  • Published June 1, 2021
  • Word count 636

You’re finished. Your new website is looking amazing. It is already published on the internet and ready to go…… now what? How do you know that it wasn’t just a waste of time and money? Maybe the phones suddenly start ringing more? Or you start receiving hundreds more emails? The truth is it’s unlikely to have an immediate dramatic effect, especially if you are new to website building. So how do you maximise your return on investment?

Firstly, you need Google Analytics. This is a free tool and can provide you with a wealth of information to monitor your website. Using Google Analytics, you can identify traffic sources, visitor demographics, monitor user behaviour and more.

Below we will look at four key measures that will help you identify how your website is performing.

How do potential customers discover your website?

It’s all very well having a website, but how do people find it? Knowing where your traffic is coming from will help you identify how to improve your website and digital marketing strategy. Traffic to your website can come from a number of different sources:

• Organic searches: this is traffic direct from a search engine, for example Google, Bing or Yahoo. In order to perform well in an organic search, in other words to appear high up the list of websites when someone searches for your products or services, your website needs to be optimised for search engines.

• Referrals: this is traffic arriving at your website from another site.

• Direct: traffic that has typed in your web address directly. Perhaps from a sales brochure or a personal referral.

• Email marketing.

• Paid advertising on for example, Google Adwords.

• Social media: for example, your Facebook or LinkedIn page.

How many visitors do you have?

To understand your reach and impact you can use Google Analytics to see the number of sessions (visits to your site) and the number of users (unique visitors). Ideally you are aiming for a mix of new and returning customers – the exact mix will depend on your industry. Most importantly you are looking to continually improve the number of visitors, first or returning, to your website.

How are long are visitors browsing your website?

Time spent on your website is an important indicator of how successful your website design is. Generally, the longer the better. There are also some other key measures that will help you to understand more about time spent by your visitors browsing your site. Firstly, how fast do your pages load? Remember you have only 10-20 seconds to engage with your visitors. Secondly, bounce rate. Bounce rate is the percentage of people who visit your site and quickly leave. Obviously, you are aiming for lower bounce rates and longer session times. If visitors are bouncing quickly, they may not have found what they are looking for. Or your advertising may not be bringing the right visitors to your website.

What do visitors do when they get to your site?

This is probably the most important measure of the overall performance of your website. Which pages or links are your visitors viewing? Do they click through to find out more and ultimately are you converting your visitors to customers? If not, why not? What is your call to action (CTA)? Are visitors requesting quotes, calling, using the contact form or emailing? And ultimately what is the cost per conversion for your website?

By looking at all of the above information you can identify how your website is performing against your marketing goals, where you need to focus your digital marketing budget and how to improve the performance of your digital marketing campaign.

If all this still seems like gobbledygook, or you don’t have the time for this much detail, call Marketelements now for a free consultation. is a digital marketing and social media marketing agency based in Invercargill, NZ. We understand and connect with small businesses and are here to help you grow your business.

Our designers, social media marketing specialists, content marketers, SEO specialists, search marketing, copywriters and communications professionals work together and alongside you to create vibrant, integrated campaigns that help you achieve your goals.

Contact us at

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