Step 2: Measure
Once you have defined your goals, it is time to measure your website.
This is best done by developing a series of dashboards which show how good you are at reaching, engaging, converting and retaining visitors.
When developing dashboards, you should think carefully about the metrics you include. The most important metric is your conversion rate, which is the percentage of visits who end up doing what you want them to do.
However, there are other metrics to consider. If you focus on reach, you should look at ad impressions, click-through rate, cost per visit, ROI and various search engine metrics.
If you focus on engagement, you should look at bounce rate, visit duration, pages per visit, download rate, feedback rate and exit link rate.
If you focus on conversion, you should look at the funnel drop-out rate, back navigation rate, turn page rate, repetition rate and exit rate.
If you focus on retention, you should look at visits per visitor, return visit rate, recency rate and various newsletter metrics, including email rate.
Remember your dashboards should always show visual targets for each metric you include, for example in the form of target lines or green-yellow-red color codings. This will help you spot the weaknesses of your website very quickly.
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