Building a website is the very first step of an internet marketing campaign. The success or failure of your website depends greatly on how specifically you have defined your website to perform.
If you expect your website to induce some form of action, whether it is visitors completing a form or purchasing a product, there are steps you can take to ensure that your website is functioning at peak efficiency.
Website Performance is critically important to the success of a website, so we take a look at the Key Metrics you need to measure in evaluating your website performance.
Page Load Time: This is an important metrics in web performance monitoring. Everything nowadays is all about speed. Page load time measures the time to load every content on a webpage. It's calculated from the time the user clicks on a page link or types in a web address until the page is fully loaded in the browser.
Unique Visitor Traffic: This tells you the number of visitors coming to your website in a predefined timeframe. A positive result in this area will indicate that you're providing quality content that is of value to your target audience and shows that your marketing campaigns are successful.
Throughput: In general terms, throughput is the maximum rate of production or the maximum rate at which something can be processed. It's an important metric in website performance because it tells you how much bandwidth is required to handle a load of both concurrent users and website requests. You always want to aim for a higher value of throughput.
Landing Page Conversions: This measures the number of visitors who reach your landing page and fill out a form to become a prospect. Along with this metric, it's important to keep eyes on all types of conversions in your marketing funnel (visitor to lead, lead to customer, and visitor to customer) to ensure that you're avoiding any roadblocks or bottlenecks that can keep them from converting.
Error Rate: This is a measure of the percentage of problem requests in relation to all requests. If you see a spike in the error rate at a particular point in a load test, then it's a good indication that something is preventing the application from operating correctly. This is valuable information that you need clear insights on.
Bounce Rate: This is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. A high bounce rate indicates that visitors are making it to your site but finding nothing of value to keep them there. A good explanation could be that the landing page has no clear calls to action or a poor overall design or bad content(poor quality content).
Direct Traffic: This is the measure of traffic to a website that occurs when a visitor arrives directly on a website, without having clicked on a link on another site either by typing your URL into their browser, using a bookmark, or clicking on an untagged link in an email or document. This measure can indicate that you're doing a good job of creating original content through email marketing, newsletters, and other channels.
Requests Per Second: Requests per second is a key metric which tells you how many actions are being sent to the target server every second. A request can be considered as any resource on the page such as HTML pages, images, multimedia files, databases queries, etc.
Start Render Time: Start Render Time is the first point in time that something is displayed to the screen. It could be something as simple as a background colour, that something is happening on a website.
Peak Response Time: This is a metric that looks at irregularity within the average response time by showing elements that are taking longer than normal to load. This metric offers a very helpful way to pinpoint slower than normal applications that should be investigated further.
Finally, have a professional evaluate the copy of your website. The goal, of course, is to get your website to function at it's full capacity and also meets the set goals. With the right functionality in place your website can make a big difference between profit and loss in your internet marketing campaign.
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