10 website analytics to measure

Your website is your online showroom. It's where you draw people in and turn curious visitors into loyal customers. This is especially crucial for smaller businesses and start-ups trying to make their mark. But what if your visitors aren’t sticking around or converting into sales? It's easy to blame the design, but the real issue might be deeper. Do you really know what your visitors are looking for and how they navigate your site?

We show you how to improve a website using web analytics and why understanding your audience is key.

Why is it important to track and measure website performance?

Keeping an eye on your website’s performance is a must if you want to know how visitors use your site. By digging into key metrics, you can uncover user behaviour, spot areas for improvement, and make smart decisions to enhance the user experience.

For example, if you notice a high bounce rate on a particular page, it could mean it’s confusing, missing information, has dull content, or there's a technical issue. Fixing these problems can lead to happier users who stay on-site.

Website analytics to track

So what does website analytics include, and what can web analytics tell you? The answer can paint a detailed picture of how people interact with your website. This invaluable information can help you attract your ideal audience, optimise it so it’s easy to navigate, and support your business goals.

1. Click-through rate (CTR)

The CTR measures the success of your online marketing, campaign, or webpage. It’s a simple percentage calculated by dividing the number of clicks an ad receives by the number of times it’s shown (called ‘impressions’), then multiplying by 100. A higher CTR means your ad is catching eyes and attracting customers.

2. Sessions

Sessions track each new visitor's arrival or return after 30 minutes and their activity (clicks, page views) until they leave. This helps you understand how many times people visit your site so you can see how it’s growing.

3. New vs. returning visitors

Website visitors fall into two camps – new arrivals and familiar faces. New visitors need content that introduces your business and offerings. Returning visitors might be looking for more in-depth info or exclusive promotions. A healthy mix of both audiences means you’re doing well.

4. Bounce rate

Bounce rate reveals the percentage of visitors who leave after just one page. A high bounce rate might mean your website isn't grabbing attention or offering what visitors want. It could also point to slow loading times, confusing navigation, or a mobile experience that needs refreshing.

5. Average session duration

Think of session duration as measuring visitor attention spans. The longer, the better. It shows your website is capturing attention and providing the engaging content people want to stay for.

6. Page views

Page views reveal the average number of pages someone looks at during a single browsing session. Higher numbers mean users are dipping deeper into your site – a clear sign of interesting content and smooth navigation.

7. Top performing pages

What content are people enjoying or using most? Identifying what’s popular helps you tailor your strategy, prioritise similar high-performing content and improve less engaging pages.

8. Exit pages

Not all journeys have a happy ending. Exit pages reveal the last pages visitors see before leaving your site. Analysing these top exits can pinpoint areas where interest dips or navigation gets murky. And if people are stuck at checkout, streamlining the experience here might save those almost-completed sales.

9. Traffic source

Traffic source data reveals if people find you through search engines, social media, paid ads, or by typing your URL directly. This helps you focus your marketing efforts on the channels that attract the most visitors.

10. User demographics

Understanding your website visitors goes beyond numbers. Knowing their age, gender, location, and interests allows you to tailor your marketing messages, personalise campaigns and content, and craft offerings to match your target audience.

Audit checklist

The handy checklist below highlights how you can improve your website's performance using key web analytics metrics. By understanding what data to track, the best tools to use, and how to act on the insights, you can optimise your website to boost user engagement, conversions, and business growth.

Download our audit checklist below.

Web analytics are essential to understanding what’s clicking with your audience and what’s falling flat. By using these invaluable insights, you can transform your site into a magnet that attracts visitors, improves their experience, boosts engagement, drives conversions and tracks success.

Want to learn more about how to improve a website? Chat to one of our V-Hub Digital Advisers for 1-2-1 personal advice.