As a small business owner it’s important that you track the right data to help your company improve. But, there are so many metrics to track how can you choose the right ones? Keeping track of too much data will be overwhelming and won’t give you any useful information.

Below we highlight the five main metrics you should track that will give you useful information to help improve your business.

1. The Conversion Rate For Your Website

Your website’s conversion rate is one of the most important metrics to track. Your conversions are the total number of sales, or an action taken, divided by the total number of visitors to your website. Without knowing your conversion rate you won’t actually know if your website is effective.

If you’re spending your time on traffic generation strategies, but don’t know you’re conversion rate, then you could be letting leads slip through the cracks.

2. The Bounce Rate

The bounce rate is the percentage of people who land on your website, and don’t stick around. Either immediately clicking the back button, or not staying on your site very long before leaving.

Bounce rate is important, because a low bounce rate will negatively affect your search engine rankings, and it means your website isn’t providing value to your visitors form the get go. This could mean you need to work on refining your message, or work on getting traffic from more relevant website sources.

3. Number Of Different Traffic Sources (Referrals)

Referrals are the number of websites that link back to your website and send traffic your way. This is incredibly important as you’ll be able to uncover potentially unknown sources of traffic.

Also, if more people are linking to your website, and you see this number of links steady increasing, then you know your inbound marketing strategy is working.

4. The Keywords Your Website Is Showing Up For

Keywords have been harder to track in recent years, as Google Analytics started to hide this data fro your dashboard. However, there are still work arounds that enable you to see which keywords you’re ranking for.

This can be incredibly valuable as you’ll know if your SEO strategy is actually working. Without this data you won’t be able to tell if any of your SEO efforts are amounting to improved rankings.

5. Visitor Flow Or Path

The visitor path is the path the user takes to navigate through your website. This will help you see which pages are worthwhile, and which pages your user spends the most time on. This data will help to further optimize your website to serve your visitors at deeper levels.

You can’t improve what you don’t track. By tracking the above metrics you’ll be able to see if your marketing efforts are working. If you’d like a fully tailored marketing strategy, then reach out to our team of creative professionals today.

Calvin Bryant

Calvin is a digital expert with clients in the U.S., U.K., and the Caribbean Islands. As the founder of C7, he has worked with Joel Osteen, Carlos Santana, the FBI, and the NBA. He resides in Ponte Vedra, Florida, and is a proud father and husband of 28+ years to his wife, Krista.