Website KPIs

How To Select 3 Website KPIs That Ensure Success

AJ Saunders Profile Picture

By on 27 Oct 21

Filed: Digital Strategy

Learning to set meaningful Key Performance Indicators (KPIs) has been life-changing. I no longer wonder about performance as my KPIs enable me to take a data-driven approach to SMART goal setting. If you don’t have website KPIs, it’s probably not performing as well as it could.


KPIs allow you to perform a quick health check. A set of measurements that can be rated as either pass or fail. By tracking these metrics often, you can see if your current website content marketing strategy is working or need improvement.


I’ll explain what website KPIs we can set, which ones we should choose, and teach you a simple way to track them using a spreadsheet.



What are KPIs?

Let’s start by defining what a Key Performance Indicator (KPI) is.


If you want to learn about setting KPIs for your business (or life), I encourage you to read this guide by klipfolio.



Why your website needs KPIs

Most small business owners I speak to see their website as an online brochure that exists. They rarely track the sales it generates, nor do they try to build and implement a strategy to keep it driving revenue.


Some get lost in all endless data points they can access with a couple of clicks, so focus on tracking metrics that don’t make strategic sense.


It’s simply not good enough to have a list of website KPIs. Ideally, you should have 2 or 3 KPIs that align with your goals and intended outcomes.


Again, I see my website KPIs as either pass or fail based on the data points that matter. By having three KPIs for my largest website, I can check each day if it’s performing or not in under a minute.


My KPIs for that website are:



ideal website KPIs



What are the ideal website KPIs?

As your website’s KPIs should align with your goals, it’s worth considering what we can track. Next, we can decide on what we should track and how often.


Metrics we could track

If you open up your Google Analytics account, you’ll quickly realize that it shows thousands of data points, all of which you could track. For example:


You would run out of patience long before you’ve looked at every available data point, not to mention carrying out any analysis.


On top of this, we could track metrics from other sources such as:


What metrics should you track?

Part of building an actionable strategy is knowing what to focus on and more importantly, what not to focus on. Understanding the difference between these two is critical to your website’s success.


Most of the data points that Google Analytics shows are vanity metrics that have little or no bearing on building a successful website.


As a small business, you should be tracking as part of your website KPIs:


Why should you focus on these two? And not where visitors are coming from or the amount of traffic per source?


Time on website

As your content marketing strategy is designed to inform and educate your prospects, you want them to stay on your website for at least 3 minutes.


If the average visitor spends less than a minute on your website, you have a serious problem. You’re not matching the visitor’s intent, making them want to leave as quickly as they found it.



Increasing your revenue involves either driving more traffic to your website or converting more visitors into clients. To do either, you need to track conversions and then decide which option to focus on.


In terms of conversions you could track:


Again, what conversion you should track will depend on your business.


Keyword positions

Without giving you a TEDx talk, your website’s traffic is largely influenced by your keyword positions. Failing to rank on the first page of the search results for any keyword, you’ll have no website visitors.


Of course, you could advertise your way to the top, but it can quickly add up without any guarantee of a single conversion. So it’s best to try and get your website to appear on the first page. Next, you can run adverts for keywords that you can’t seem to capture the top search result.


It’s important to track where you rank for your target keywords weekly or monthly. I use Rank Tracker by SEO Powersuite, as it’s easy to use, powerful and affordable.



Choosing 2 or 3 KPIs for your website

After deciding what to measure, we need to drill down and choose the desired outcome as that becomes our final KPI. It’s not good enough to say I’ll measure the time people spend on the website.


To recap, we’ve settled on these three broad outcomes for our website KPIs:


In their current state, they are too broad to be useful.


So we need to define what success looks like for each:


Every day or weekly, we can score each of these as pass or fail. Too many weeks with all marked as failures, you need to reassess your strategy. After too many weeks of everything passing, you’ll want to increase or change your KPIs to challenge yourself further.



website kpis Google Analytics



Where to gather data from

After deciding on your website KPIs, gathering data become easier as you can focus on collecting the information you need and not getting bogged down on the flashy, shiny objects.


Let’s consider for each of our KPIs where we can collect the data from:


#1 – Average time on website of 3 minutes

You can use Google Analytics. You can find this data on the home screen when you log in to your dashboard.


#2 – Five daily sales introduction call booked

You can either set up a goal in Google Analytics or count booking on your calendar or booking software dashboard. If your booking software emails you when someone creates a new meeting, you could always count emails.


#3 – 50% of keyword positions in top 3 weekly

You could use software such as Rank Tracker by SEO Powersuite. If you don’t have the budget to buy an SEO tool, you’ll need to manually use Google Search Console or Small SEO Tools Keyword Rank Checker.



When should you measure your KPIs?

Being bold for a second, you should measure your KPIs daily and mark them as either pass or fail. In reality, split your KPIs into daily and weekly buckets.


KPIs to measure daily:


Measure these KPIs weekly:


*Unless you’re targeting keywords that constantly fluctuate, such as celebrities or news, checking your positions once a week will be fine. Of course, if you determine that a few keywords are bringing the bulk of your revenue, you might want to check them daily.



Simple spreadsheet for tracking KPIs

You could use a piece of complex software or find a tool that automates the process. But I prefer a much simpler solution using a spreadsheet.


Along the top, write:


Down column A, write the days of the month (1 to 31, for example).


For each day, you’ll need to fill in each row with your data. For example:


sample website kpis spreadsheet


It should take you under two minutes to gather all the data and fill out your spreadsheet. You’ll need slightly longer if you’re manually checking keyword positions.



Start tracking your website KPIs

Remember when setting KPIs for your website, you need to be specific. Collecting the data you need to make informed decisions, isn’t hard, but you need to build the habit each day.


With website KPIs, pick 2 or 3 elements to track. Ensure each KPI you set has a profound impact on your business and goals. Using this data, you can build a better website content marketing strategy.

You can have all of the marketing tactics in the world. But without the right digital strategy, you won't get the results you deserve.

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