The most important website metrics to track to boost your business

Image by mohamed Hassan from Pixabay

By Rosana Beechum

The success of your online site ties directly to the success of your business. The better the former performs, the likelier you are to convert leads into sales and generate a profit.

Of course, there’s a lot of information to keep track of if you want to know how your site is performing and how you can improve it. If that’s all a little too overwhelming for you, these are the main metrics you need to focus on moving forward.

Device usage

It used to be that a site only needed to be optimized for desktop viewing. Now that smartphones are responsible for roughly half of worldwide website traffic, though, things are very different. If your site doesn’t work on smaller screens, you could be throwing away business, and the metrics will tell you just how much.

By comparing device usage across your visitors, you can see what percentage of people are coming to you via smartphones compared to desktop. If the figures favor the latter in any way, you’d best ensure that your site works well on such devices.

Of course, you should be doing this anyway, regardless of the numbers.


Understanding where the traffic to your site originates from is always good to know. After all, it’s with this information that you can work out where to focus most of your marketing efforts.

You’ll probably find that a lot of your traffic is organic, i.e. people coming to you through search results. If that’s the case, you’ll want to double down on your use of relevant keywords and other tactics that can help boost your search engine rankings.

You might want to do this with the help of Astoundz, an SEO company in Houston that can offer up to 1,000 keywords depending on the package you buy. Promising anywhere from <2 million to 25 million+ results, they can help you apply all the right SEO strategies so that you can take advantage of that organic traffic.

Average page time

Getting views on your pages is great. However, if each person who visits those pages is only ever on them for a few seconds, it doesn’t say great things about your content. After all, if they’re clicking off quickly, then they obviously don’t find what you have to offer particularly engaging.

Keeping track of average page times can give you an excellent idea of what parts of your site are lacking and, therefore, need to be more compelling. Hopefully, by making adjustments to the relevant pages, the metrics will start to increase, and your chances of converting leads will rise.

Looking at the bounce rate can also help you with this. Google has these suggestions for lowering your bounce rate, and they’re worth employing for any site that relies on multiple page clicks.

It’s smart to keep track of all metrics that tell you how your site is performing and where improvements need to be made. However, if you want to do what’s best for your business, it’s a good idea to focus most of your attention on the metrics covered here first.


Rosana Beechum is a business and marketing undergraduate from Nottingham Trent University from the UK, who is attempting to share her knowledge through writing articles for small business owners.

Leave a Reply

The Self-Employment Survival Guide can help you succeed. Learn all about it here.

Self-Employment Survival Guide book cover