Web analytics 101: These 6 metrics evaluate the success of your website: Part 1

by Katrin Nebermann

Why do I only need 6 key figures to measure my online success?

Many companies carry out web analysis by regularly sending multi-page reports with hundreds of lines and key figures to a large number of recipients. But that’s not web analytics – it’s a waste of time!

Web analytics should help you to optimize your website and make your company more successful. The magic word – you know it from controlling – is: control. This only requires 6 key figures. These tell you how well or poorly your website is performing. If you change something on the website, you can use these key figures to recognize whether the change has had a positive or negative impact on your website goals. And if these key figures change “of their own accord”, then you take countermeasures – depending on the impact – or try to reinforce the positive effect.

But in order to define these “magic” 6 key figures, you need to know the goal of your website.

How do I find out what goal my website is pursuing?

For most online stores, this question is answered very quickly: you want to sell. But what if your company is lobbying? Or does your website offer information for an association or the opportunity to apply?

Ask yourself the following questions to find out your website goals:

When a visitor comes to my website, what should they do?

And: What does a successful website visit look like for me as a website operator?

Click through the page and recreate this visit.

There are now two possible answers to the questions:

1. You will find one or more target points.
2. You will not find a destination.

What is meant by Zielpunkt? Typical destinations are:

• The successfully submitted contact form of a B2B website
• The thank you page of the application process on a career website
• The thank you page of the newsletter registration
• The results page of a configurator
• Download a product data sheet

When a website visitor reaches a certain target point, this is called a conversion .

If you do not find any target points for your website, you will have an information-only website.

The 6 key figures for websites with conversion:

• Number of visitors
• Number of new and returning visitors
• Bounce rate
• Viewing time per visit or per page
• Page impressions per visit
• Page impressions per area

In order to read a success or failure, the Key figures always with the corresponding key figure of the appropriate previous period (previous week, same month last year, yesterday…).

Managing online success with 6 key figures

But don’t send these 6 key figures to any number of people who will then look at them – or not. Define a (!) responsible person who is responsible for intervening if one of the key figures changes, or ideally set up A/B tests and ensure that these 6 key figures change for the better.

Calculation and meaning of the 6 key figures

In part 2 of our blog series “These 6 key figures evaluate the success of your website”, you can find out more about the 6 key figures, how they are calculated and what they mean.