WordPress Website Success Metrics – Evaluating Your Website
To make actionable decisions you must establish your WordPress Website Success Metrics. This guide will show you how to set website goals that make sense. You have to make it both easy and enticing for users to reach specific endpoints. In other words, you want to get something out of every visit from your website users. If we clearly define out goals, we can judge how well we are doing at producing results.
WordPress Website Success Metrics
For product-based companies, we define success by the following:
- Bounce Rate
- Home Page
- Product Pages
- Blog Pages
- Sales Conversions From Referrals
- Social Conversions On Site
If we play close attention to the performance of our WordPress Website Success Metrics, we can then make informed decisions on how to improve the site. Likewise, this information is the backbone for successful pay-per-click (PPC) campaigns.
Types of Conversions
Ultimately, we are trying to capture the audience with a landing page, and then either send them to a subsequent page or complete the conversion with an action. We are going to assume that all product-based companies should place significant weight on their social media online presence. The type of actions we are looking for are:
- Product Purchase
- Email Newsletter Signup
- Social Media Page Follow
- Social Media “Like” or “Share”
- Request For More Info / Contact Form(s)
WordPress Website Success Metrics Explained
Now that the metrics and conversions are defined, we now want to take an in-depth look at each item. For each of the WordPress Website Success Metrics, we will describe what it is, what conversion it helps us achieve, and finally, how we can view the data as information. To apply these principles, you need to have Google Analytics successfully setup on your website. Also, you will want have already setup all your various social media accounts. If you need assistance with your WordPress Web Design, we are here to help!
Bounce rate helps us determine how well your primary landing pages are doing. Landing pages are the initial pages that website visitors arrive at when visiting your site. Most noteworthy, landing pages are not just your homepage, but are also your product pages, blog pages, and various pages of interest found site-wide. A low bounce rate means that when coming to your site, and website visitor more often than not will visit another page. Alternatively, a high bounce rate means that people are not engaged enough to visit another page.
Are the landing pages on your website sending visitors to appropriate subsequent page? When a customer visits a product page, we want them to go to the purchase page (or checkout process if buy now is directly on site). If we don’t get a purchase, what’s the next best thing? In this case, getting a customer to “Share” the post on a social media platform. Why? Because that will ideally send more visitors to your website, allowing for more conversions!
Here is a cool “share” hack for companies. Almost everyone is logged into Facebook while they are browsing other websites. The Facebook “Like” button is actually the equivalent of a discreet, quick share. Discreet because it doesn’t really sit on the user’s newsfeed, yet it goes onto the user’s friend’s timelines. The “Like” button is also a one-click action with not subsequent actions making it and easy way for passionate customers to show fan love. In Google Analytics, we can setup actions that will track if a user completes either of the following “shop” or “like” actions. Now we can use that information to determine how enticing and engaging our landing pages (in this case, product pages) are!
Sales & Social Conversions From Referrals
Now that we are able to track how many referrals we have created to take actions, we can now take our online sales data to see how many of those referrals became actual paying customers. We can use social media analytics, like Facebook Insights, to see how many new followers or shares we got. We can also use social media analytics and google analytics to see how many of our followers we keep engaged and coming back to the website. Sales is always the ultimate goal. Gaining social media followers and creating social conversations is a great secondary goal. Finally, we can also consider a request for more information or contact form and successful conversion.