In both cases, they always tell me the same thing: “ we are drowning in data, we don’t know what to do with it! ”
What KPIs should you use to measure the performance of your website?
Data analysis is a real challenge when it comes to optimizing the lead generation performance of a website .
The decision-maker is over-solicited and expects a brand to send him the right message, in the right place and at the right time.
When the decision-maker arrives on your website, if you want to convert them into a lead and then into a customer, they must have the impression that your website was designed just for them.
By tracking the right metrics and analyzing your website's performance, you can constantly mexico email list improve the experience you provide.
To get back to our sheep, it is not a question here of analyzing all the data that you can collect but of analyzing the performance indicators adapted to your objectives.
And here, we'll make it short: there are only 2 indicators that really count in the analysis of the performance of your website.
The 2 essential indicators for analyzing the performance of your website
#1 – The Number of VisitorsTo win customers, you need to generate leads.
To generate more leads from your website, you need to attract more visitors.
I'm stating the obvious here, but the number of visitors is a fundamental indicator for analyzing the performance of your website.
#2 – The Visitors > Leads Conversion RateHaving visitors is great, but if they leave the same way they came, what's the benefit to your turnover?
The challenge is to attract qualified visitors and convert them into leads .
To analyze the performance of your website, it is therefore essential to monitor and optimize your Visitors > Leads conversion rate.
This performance indicator simply represents the ratio between the number of leads generated compared to the number of visitors over the period analyzed.
The formula for calculating the conversion rate
Conversion Rate Visitors > Leads = (Number of leads generated / Number of visitors) x100
Calculating the visitors > leads conversion rate
Calculating the visitors > leads conversion rate
These 2 performance indicators are more than enough to analyze your B2B website and validate that you are on the right path to achieving your objectives.
Secondary performance indicators to analyze your website
Now, in order to improve the two performance indicators seen previously, you can also follow these 5 KPIs:
#3 – The Bounce RateThe bounce rate is a good indicator to check the interest that visitors have in your website.
A bounce, vulgarly, is a person who arrived on your website and left immediately because they did not find what they were looking for.
Basically, we're going to count as a bounce the fact that a user arrives on your website and doesn't take any action on the page. If he decides to visit another page, click on the video play or on other elements, then the session will be counted without a bounce.
A bounce rate that is too high also partly impacts your natural referencing (SEO). It is a warning signal for Google : by putting you forward in the search results, it has recommended you and the Internet user is not satisfied.
The formula for calculating the bounce rate
Bounce Rate = (Number of bounces / Number of visitors) x100
Calculating the bounce rate
Calculating the bounce rate
#4 – The Number of Page ViewsThe number of page views is an indicator that goes hand in hand with the bounce rate.
If your bounce rate is high, your average pageviews will be close to 1.
The number of page views is an interesting indicator for analyzing your website because it allows you to measure your ability to retain the attention of your prospects.
#5 – Time Spent on your WebsiteThe time spent on your website, like the bounce rate, is a criterion taken into account by Google in the ranking of its search results.
The less time visitors spend on your website, the less relevant Google will consider your site and the more difficult it will be to position your pages in the search engine.
So you need to analyze this performance indicator carefully. Do it for your site as a whole, as well as for all of your pages.
