google-analyticsRand Fishkin of The Moz Blog recently reviewed six techniques for increasing site ranking without investing in content marketing. In the presentation, Fishkin reviewed the need to identify existing pages of value (i.e. those that are helpful to readers), boost organic traffic to those pages, and delete pages with little or no value. What he didn’t cover, however, was how to determine the value of a page based on viewer behavior. That’s where analytics come into play. To simplify the process and evaluate ROI, focus your attention on the following eight metrics.

  1. Impressions – Impressions refers to how many times a page on your website appears in a Search Engine Results Page (SERP) for a certain keyword. Because more than 90% of impressions are attributed to the first page of results, you can make a big difference to the ROI of your website by improving the on-page SEO of pages that have a lot of impressions and few views, bumping them up to that coveted first page.
  2. Click-Through Rate – Measuring your website’s click-through rate is important because it tells you how many people are visiting your website after seeing it in the search engine results. If you have a low click-through rate, it means that your website is not attracting new leads.
  3. Entrances – Entrances refers to the instances in which a certain page on your website is the point of entry for a visitor. If a certain page on your website is a common point of entry, it means that piece of content is particularly engaging to your audience.
  4. Bounces – Bounces refers to the instances when a visitor comes to your website, looks at one page, and then leaves. You can decrease your bounce rate by offering a clear and compelling reason to click further into the site.
  5. Unique Visitors – It is important to measure the number of unique visitors to your website because it helps you determine how successful your site is in gaining new leads, which is critical for maximizing ROI.
  6. Return Visitors – Instances of return visitors are another important metric for your website. By measuring the number of visitors that return to your website, you can see how effectively your website is engaging your customers and building brand loyalty.
  7. Page Views – You should measure both the total number of pages that are viewed on your website and the total number of views for each page to help you determine how well each individual page is doing.
  8. Conversions – Last but not least, the conversion rate is the rate at which visitors to your website follow through with your CTA. You can offer multiple ways for visitors to convert, including making a purchase, signing up for your newsletter, filling out a contact form, and downloading material.

Need additional help measuring ROI? Check out Avinash Kaushik’s guide to creating custom web analytics reports!

Which metrics do you evaluate when measuring website ROI?