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How to analyse a website metrics to make it profitable?

After finishing your website, it is important to set up a measurement dashboard to determine how to analyse a website metrics to make it profitable, and what are the areas to improve in order to increase the performance of your website.
In this article, we will give you a list of tools for measuring your website performance and the main measures to be taken into consideration in your analysis, as well as a free model to analyze the figures that you have collected from tools.

Measurement tools

Before giving you the most important statistics to check regularly, here is a list of tools you can use to measure the profitability of your site. You can choose the tool that suits you the most.

There are of course other tools that you can use, but we recommend using google analytics and combining it with other Google tools to get a 360 ° view of your website.

You could use their guide to learn how to analyse a website metrics.

How to analyse a website metrics

In this article, we will mention the measures that you can analyse your metrics in general. In the case of an e-commerce website, there are other important measures to analyse.

Here are the statistics that you need to review and analyze regularly.

Page View

This indicates the complete loading of a web page after the action of a user. This measure allows you to see the number of pages viewed on your website for a specific period of time.

Entry page

This measure allows you to identify your entry pages on your website. This allows you to define the strengths of these pages to build more pages containing the different advantages.

Exit page

This is the case of pages where your user leaves your website. If you know the exit pages, you can identify why your users abandon your website and try to avoid them for your future pages.

The sessions

According to google, Sessions represent the number of sessions initiated by all users of your website. If a user is inactive on your website for at least 30 minutes, any subsequent activity will be considered as a new session. If a user leaves your site and reappears within 30 minutes, Google Analytics counts only one session.

The visits

Visits are the number of visits to your website during a session, regardless of the number of pages viewed by the user according to the site comment ça marche. The number of visits can be measured daily, weekly, monthly and annually. The number of visits is the sum of known visitors and new visitors.

Known visitors

Known visitors are expressed as a percentage. This measure gives you the rate of return visitors to your website. So you can analyze the degree of loyalty of your users on your website from this ratio and determine whether your re-targeting campaigns are effective or not.

New visitors

This is the number of visitors who visited your website for the first time. This shows you the success of your content in attracting traffic as well as the SEO of your website. In fact, a small number of new visitors is the equivalent of low search engine placement or low content promotion. To be able to determine the cause of a low number of visitors, you must analyze the traffic sources.

 

Traffic sources

Traffic sources show you the sources of visitor acquisition of your website. This indicator allows you to identify the most contributing channels in terms of visits. There are actually 4 sources of traffic on google analytics.

  • Direct: This indicates the number of visitors who typed your site directly into the search bar. This indicator can be a notoriety indicator on the web.
  • Referral: This indicator shows you visits from another websites such as directories, articles that mention you or others.
  • Organic search: It’s the organic search of your queries on search engines such as google, yahoo, bing …
  • Social : These are the visits obtained from social networks.

Geographical data

This indicator is very important to see if your visitors are a part of your target at the geographical level, especially if you are targeting a local or regional market.

Bounce rate

Bounce rate is the percentage of visitors who have visited a single page without performing any action (clicks on link) and have left your page. It’s therefore important to watch out for this rate, and try to minimize it through changes on your pages that have the highest bounce rate.

And do not forget the golden rule of change: Make one change per step to identify what gives you the best results.

Average time per visit

The average time per visit is an important indicator to understand if the customer likes the content of your website or not. Obviously if your visitor spends a lot of time on your site, it means he is interested in your page. If not, you must review the content of your website and your design.

Conversion rate

The conversion rate means the percentage of leads, prospects and customers in relation to the number of visitors. In fact, the analysis of the different conversion ratios allows you to identify your strengths and weaknesses in terms of conversion to focus your marketing and sales efforts.

Lead Conversion Rate

Leads are users who have shown interest in your product or service. These are the users who left a contact information from your landing page. This ratio shows you the effectiveness of your landing page and the degree of attraction of your offer.

Conversion rate leads = (Number of leads collected / number of visitors) * 100

Conversion rate of prospects

Prospects are qualified leads by the marketing department, they are the leads that meet the different criteria of your target. This is determined by the elaborate profiles of your “buyer persona”. In this case, you can calculate two different ratios.

The first ratio is the conversion rate in relation to the total number of visitors. This ratio is useful for evaluating the effectiveness of your published offer.

Conversion rate prospects = (Number of prospects / Number of visitors) * 100

The second ratio concerns the number of prospects compared to the number of leads. This ratio shows you the targeting effectiveness of your online advertising campaigns.

Conversion rate prospects / leads = (Number of prospects / Number of leads) * 100

Customer conversion rate

We can distinguish 3 different ratios to measure the customer conversion rate. We can actually measure it in relation to the total number of visitors, in relation to the number of leads and the number of prospects.

Customer / prospect conversion rate: This ratio measures the efficiency of your sales team in terms of sales.

Customer / prospect conversion rate = (Number of customers / Number of prospects) * 100

Customer / Lead Conversion Rate: With this ratio, you can evaluate the effectiveness of your marketing team in capturing qualified lead and nurturing process level.

Customer / lead conversion rate = (Number of customers / Number of leads) * 100

Customer / Visitor Conversion Rate: This ratio shows you how effective your website is at attracting qualified visitors.

Customer / lead conversion rate = (Number of customers / Number of leads) * 100

Acquisition cost

The acquisition cost includes 3 different indicators:

Lead Acquisition Cost

This indicator measures the cost of acquiring leads.

Cost of leads = Budget invested on your campaigns / Number of leads

Prospect Acquisition Cost

This indicator measures the cost of acquisition of leads or qualified leads.

Cost of prospect = Budget invested on your campaigns / The number of prospects

Customer acquisition cost

This indicator measures the cost of acquiring customers through your website.

Customer cost = Budget invested on your campaigns / Number of customers

Return on investment (ROI)

Return on investment is the most important indicator for managers. It measures the effectiveness of your website.

ROI = Revenue generated by the website – (Budget campaign + the cost of your product or service)

The break-even point of your website

The break-even point of your website represents the number of visitors needed to cover the investment on your website. And it’s only a question of calculating the expenses related to your website, to determine the conversion rate of your website, and the average income of a conversion.

Break-even point of your website = Total expenses of your website / (the conversion rate of your website client * average conversion income)

Conclusion

It is important to periodically monitor the analysis of your website to make your marketing effort profitable. We recommend using Google’s tools to evaluate your website.

Your regular analysis allows you to optimize your website and increase profitability and return on investment.

You can download our free template to strat analyzing your website.

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How to increase your profit through a website?

“how to increase the profit of my company through a website? “As a web agency, we always receive the question. So in this article, we’ve tried to collect to you the most important elements to increase your profit through your website.

In fact, it’s really important to have a website for your brand. And increasing your profit is one of the many advantages you may have with your website.

So, here are the elements needed to increase your profit through a website.

First, if you have not yet developed your site, start by developing your technical specifications to establish a website on fundamental axes.

Remember, your specification is the first key to a successful website.

You can download our free template from here.

Then here are the things you need to consider to increase your profit through a website.

Website design

The website design is a crucial element to increase your profit through a website. We often say “A good design is a good business”. In fact, the design reflects the image of the company and reinforces the positioning desired by the brand. In addition to that, the design of your website inevitably impacts the user experience. In truth, the design determines the average time spent by a user on the website. The design retains several elements to respect so you can attract visitors and offer a unique experience on your site.

Information and content

Content is a crucial element for your site. To succeed in your content, you must put in place a content strategy adapted to your target. In fact, you need to determine what type of media to embed in your site to increase your customer’s engagement. The dissemination of information and offers through your site must be developed on a well-defined strategy to successfully convert your visitors. Based on your target, you can decide what kind of content and offers to share on your site. By implementing this practice, the engagement rate of your audience changes and results an increase in conversion rate.

SEO and site optimization

The natural referencing of your site is a continuous work to make sure of the presence of your site in the first places in the search engines like google, yahoo, bing … To succeed your referencing, it is essential to put oneself in the skin of your client: When my client will look for my product / service, what words does he use to communicate his needs?

To find the best keywords for you, you must complete your research on your target. You can certainly utilize some free tools such as Google Adwords. But remember, it’s just a help tool. Your most efficient tool for determining the right keywords is finding and recognizing your customer.

Search engines also take in consideration your site structure, link optimization, image / text reports, responsive design and many other technical aspects to push or penalize your site. So, you should always be careful about optimizing your site to ensure technical stability.

Identify your call to action buttons

Call To Action buttons (CTA) are essential to increase the conversion rate from your site. You must encourage visitors to take actions on your site. For this you need to prepare your action buttons carefully.

So, consider the location of your CTA, the design and the text of the link. And above all, you must analyze the number of clicks on your CTAs to determine their efficacity.

Landing pages

Landing pages are pages that require information from your visitors in exchange of an offer. This offer mainly depends on your business. But whatever you are in B2B or B2C, landing pages are your first tool to collect information about your visitors. Yet, make sure that you do not abuse in terms of information requested. In fact, it is vital to establish a balance between the proposed offer and the requested information. In this case, the lead conversion rate will be at his best.

And finally, you should always thank your customer with a clear page about granting you his confidential information by a specific thank you page.

Create and maintain your blog

Creating a blog for your business is becoming more of a necessity. In fact, your customer is curious about the story you will tell before the products or services you offer. For this, with the help of social networks, your blog is the ideal space to address your customer as a human being.

In this space, you share with your customer his worries. And also, you clarify his confusions and you present the necessary solutions as part of a specific content strategy.

If you happen to lead an effective content strategy on your blog, you can increase the conversion rate from your blog, and then increase your profit.

But, you have always to maintain your blog regularly. The activity of your blog indicates the degree of your attention to your customers. And they will appreciate that attention for them.

Measure, analyze and optimize!

Each article on the blog, each link and each page must be analyzed. This allows you to recognize what your clients like most. In fact, you need to put in place a system of measurements that contains the essential measures for you. Then, analyze these numbers appropriately to optimize your approach and improve your marketing and content strategy.
Here is our free Excel template to help you analyse your website.

So here’s how to increase your profit through a website

To summarize what we said in this article, here are the 7 elements to increase your profit through a website:
– Website design

– Information and content

– SEO and Optimization

– Identify your Call To Action buttons

– Landing pages

– Create and maintain your blog

– Measure, analyze and optimize

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Why is it important to create a website for SMEs?

“Why is it important to create a website? What is the added value of a website for my SME? ” That’s what the SME managers ask.

But the real question to ask is: “Is the creation of a website for an SME an obligation or a development opportunity? “

Statistics

First, we will review consumer Internet usage figures including your current and potential customers. In fact, the web penetration rate in the world is 51.7%, and the web penetration rate in Europe is 85.7%. (source Internet world stats).

It’s interesting ! But the behavior of these online users in terms of consumption interests us more as a SME.

Indeed, 68% of buyers consult the web content of a brand, (Source CMA) and 83% of technical buyers find their suppliers via google (Source Marketing Sherpa). This is obvious on the fact that on google, 2 million search queries are made every minute (source Observatoire du numérique).

Regarding purchase decisions, we find that the customer makes 57% of his buying journey before contacting a sales representative. This means that the customer spends more than half of his shopping journey in the search phase across the web (the easiest channel to distribute the information). (Source Executive Board).

Statistics clearly show the importance of having a website as an SME on the one hand.

On the other hand, you find next “Why is it important to create a website?”

For this, we have tried to collect the 9 assets of a website to ensure the development of your SME in an increasingly competitive environment.

Why is it important to create a website?

Increase your visibility

Advertising resources to increase visibility for an SME are generally very limited because of the heavy investment required. Forcing SMEs to plan distant campaigns to increase their visibility rates, but unable to achieve the estimated goals.

The website, in return, offers you a higher visibility rate among qualified users. Through a well developed site, and rich content, your visibility increases more and more on the search engines and you benefit from an incredible growth in terms of visibility.

24/7 accessibility by the customer

Being always present for your customer is a competitive advantage for your SME. But accessibility 24/7 requires a very heavy investment in terms of human and financial resources. Yet, with a web site, your SME benefits from a 24/7 accessibility by your customers with a much lower investment.

Easy information update and distribution

Imagine that you have changed premises, what is the investment needed to communicate this information to your customers? Now imagine that you have decided to organize an event after your move? Still heavy investments, right?

Well, thanks to your web site, all this is feasible with simple tools that you already have in your specifications of development of your site! And not only have you saved in terms of investment, but you have also increased the reach rate of the individuals in needs of your updates.

An unlimited source of information

At the beginning of this article, we stated that buyers only contact a sales representative after completing 57% of their buying journey. This means that consumers only contact a sales representative after the research phase. So it’s crucial to have an unlimited source of information to get your customer’s attention. As an SME, you must therefore group your information on a website developed according to your specifications and distribute them to your customers.

Credibility

The website of your SME ensures you a virtual existence with different users of the web. Knowing that the majority of consumers search for brand information through search engines, the absence of your web brand reduces your chance of being found and recognized. This negatively impacts your credibility as an SME.

Improved customer service

Customer service is always part of the keys to a business success. In a competitive environment, improving customer service is a necessity to maintain and make profitable customers. A website for SMEs is used to improve this service through the information provided and tools available on your site.

Better understanding to customer behavior

Customer behavior can be determined through statistics and metrics coming from a website. You can determine exactly what drives your customer to consume, the actions that push him to do a specific action and how he reacts to the different offers that your SME offers.

Stand out from competition

Your website represents the showcase of your SME. The visibility and accessibility of a website brings more traffic than a physical showcase.

But how to convert visits to leads and potential customers?

The first tool is the design of your site. A design that reflects your identity and values serves to differentiate you from your competitors and convert visits into leads.

Facilitate contact

Thanks to the available technological tools, the customer becomes more and more demanding in terms of ease of contact with the company. Your client seeks to contact you in a simpler and more efficient way. Therefore, your website will be the easiest and the most accessible channel to deliver the message of your customer to your SME.

To conclude

So Why is it important to create a website for your SME?

From the beginning of this article, we questioned about creating a website for an SME as an obligation or an opportunity for development. According to what we have developed from the statistics to the various utilities, having a website is no longer a luxury for your SME, but rather a necessity to cope with the economic changes and the level of customer behavior.