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Web sites are indispensable for just about every business. They provide an enormous amount of useful information in addition to entertainment. However, these days it’s critical to keep them updated and performing effectively.

To improve and monitor your web site performance, you must track your web site analytics, through Google Analytics or other software providers. Here is a list of the most valuable analytics.

1 - Visits and Unique VisitsA Visit is how many times a user has visited your site. The greater number of Visits you get to your web site, the more you can determine if it has been designed effectively and has efficient usability.

A Unique Visit measures how many ‘Unique’ users have visited your site. These users have visited the site more than once and have retuned, rather than just visiting once.

2 - Page ViewsWhen a visitor views a web page it will register as a Page View. A high number of Page Views doesn’t necessarily mean that your web site is designed well or has good usability. If thousands people visit your site but no one purchases or they leave, this means your site might not be that effective.

3 - DurationDetermining how long a visitor has been on your site can be very revealing. Knowing how long the average user spends on your site provides a great indication of how well your site is designed and its usability. If users aren’t spending that long on your site it could mean they don’t like it or they found what they were looking for quickly. Alternatively, if they are spending a long time on it, this could indicate they can’t find what they’re looking for or they’re engaged with the site. It can be a misleading figure. Only when combined with other analytics can you get an idea of your site’s effectiveness.

4 - Attrition RateMore applicable for e-commerce web sites, this is the number of visitors lost at each stage of the purchasing process. If the figure is 100% this could mean someone visited your site by accident. The further down the attrition rate, the more problems the web site might have in the purchasing process. This figure can indicate at which stage the buyer leaves.

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5 - Bounce RateThis is the percentage of visitors that visit a site, then leave. Something initially attracted them to the site, but they left as soon as they got there. They may have clicked on the wrong link or the design or usability were poor. If the Bounce Rate is high it could mean the landing page needs to be redesigned.

6 - Exit RateWhen a user visits your site, then leaves. You can see which page users are leaving from.

There’s a difference between the Bounce and Exit Rates. If a user visits the site then leaves right away this is measured as a Bounce. If they look around the site and click on a few pages, then leave, this is an Exit.

7 - ReferralsThis is where the user has come from when they visit your site. A user might have visited the site from a search engine, an email, or a social media site. Knowing where they come from indicates where best to invest your future marketing efforts.

8 - Conversion RateThe Conversion Rate is the most important metric. This is the percentage of users who take a desired action on your web site: purchasing a product, signing up or registering for something. The higher the Conversion Rate, the more successful your web site strategy.

9 - Custom VariablesYou can use Custom Variables to extend the scope of your Segments. Visitor-level Custom Variables let you identify visitors by aggregate behavior over a date range rather than by discrete, single-session interactions with your site. You can track Custom Variables to understand your audience better and identify new targeting opportunities.

Those are the nine essential web site analytics that every marketer should know to run a successful web site.

For help developing your web site and marketing strategy contact Lori at 877-447-0134, x111.