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You’re a small business owner looking to impact the market and make money! You know websites are one way that potential customers search for vendors. It’s easy enough to start your own website with relatively little cost, so you do. Everything sounds great, but how do you know if your investment is paying off and how do you utilize your website to maximize your returns?

You can “Google it,” but it’s hard to know which answers will actually serve your needs best. There are so many companies and brands competing for your attention. Even when you determine the “best” options, that list can often be so long that you’re no closer to a solution but instead have created new headaches for yourself to investigate. The same is true when trying to establish KPIs for web analytics. Let’s discuss where to begin in order to get the most value out of your online presence while removing the headache.

 

Top KPIs for Website Management

As discussed, there are countless metrics you could apply to analyze your website’s performance. For a website novice or a longtime online veteran, the main goal is usually to get noticed with the purpose of driving sales. In order to do that, some of the best key performance indicators needed are the simplest ones.

 

  • Website Traffic Sources – In contrast to what you may think, it doesn’t necessarily matter how much traffic you are getting online. This is a quality versus quantity concern. Ultimately, it matters where that traffic is coming from. If your product is local with limited to no shipping, then the significant traffic is the traffic from your own city and surrounding area. Once you have improved your ability to target “local” customers then you can work on quantity. But you definitely want to be tracking where your web visitors are from and not how many to start.

 

  • Mobil/Local Rankings –You want your website to rank high on search engine result pages (SERP) like Google if you want your website to be found. More importantly, you need your website to rank high in listings for local searches. That is why it’s important to associate a city or location with your business. Again, make sure you are focusing on your target audience for rankings. Additionally, people are searching more often than not for everything via their cell phones. As a result, you want to maintain top mobile rankings in order to be found by visitors on their mobile devices in addition to your location.

 

Great news, after establishing a presence online in your niche area, your potential target customers are now organically finding and visiting your website! However, that doesn’t mean they are purchasing anything or reaching out to you.

 

  • Top Pages – You need to be analyzing which pages visitors are spending the most time on and what information they’re viewing there. Once you know which pages your visitors frequent, you can better determine what information is most important to your viewers. With that knowledge, you can optimize your site’s content to create an easier navigation process for unique visitors (UVs) that converts a higher percentage of UVs into paying customers on every page!

 

Now that you have a great online sales funnel in place that is organically driving traffic to your website and content that is generating sales, there is only one thing left to do. Care about your customers, and know why you care about them.

 

  • Customer Lifetime Value – How often are returning customers or UVs frequenting your website? Tracking the frequency of a visitor can go a long way for your business. First, it let’s you know the true value of new customers. If your business converts a high percentage of all new visitors into paying customers, then there is great value in new customers. Second, it allows you to determine your return on investment (ROI) for many web analytics. Does your expense to generate new customers outweigh the reward; would your money be better spent on maintaining existing customers? While challenging, tracking customers’ lifetime value will allow you to make these decisions that can better serve your target audience and your budget.

 

After you have established your traffic sources, improved your mobile and local rankings, enriched your site’s content to serve visitors in the buying process, and have recognized the value of your unique and returning website visitors, you should start to see the power of your website’s presence in your business’s profits and not just on social sharing sites.

To note, these are not the only KPIs to track when it comes to your website, although these are going to help you understand your potential customers’ needs quickly while allowing you to optimize your visibility to an audience that pays. Once you have mastered these KPIs and established your online presence, then you can tackle more specific metrics for your business.

For more help understanding your target audience and reaching them with key performance indicators, contact Class One Bookkeeping LLC today.

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