Want Better ROI? 4 Core Metrics for Website Performance to Watch
It’s not enough to tell your boss or client that your site “looks nice.” You’ve got to show how it’s growing their business. You need to be able to prove website ROI. That’s where website performance metrics come in.
But not all web performance stats are worth your time. If you’re a marketing director, you need to zero in on the numbers that tell a clear story about your site’s effectiveness.
So, which performance metrics should you keep an eye on to make sure your site is pulling its weight? Keep reading to find out. This blog has all the stats you need, and none of the ones you don’t.
Why Website ROI Matters #
Picture all the resources, the time, money, and creativity you’re pouring into your website. Logically, you want to see a return on that investment.
Website ROI is how you show that every user visits your site for a clear reason, whether it’s exploring content or making a purchase. Tracking the right web performance metrics helps you (and your higher-ups) see if that’s actually happening.
Tracking Fewer Website Metrics Creates More Clarity #
Yes, there are tons of website metrics out there, but let’s face it, you don’t have the time or the energy to chase them all. And you don’t have to! Instead, focus on website performance metrics that tie directly to growth.
If your boss asks for a status update, it’s more powerful to say, “We cut our load time by 2 seconds, which slashed our bounce rate by 20%,” than it is to list random data points. Hone in on the stuff that shows real progress, like the 4 metrics below.
Key Web Metric #1: Site Speed #
Website visitors won’t hang around if your site lags for even a moment. That’s especially true for mobile users. Site speed heavily influences how users interact with your content, whether they convert, and even how you rank on search engine results pages.
Faster page load times lead to fewer abandoned sessions, boosting site performance and contributing to better search engine visibility, all of which directly supports website ROI.
What to track
- Page Load Time: Aim for under 3 seconds. Beyond that, visitors often bail.
- User’s Browser Compatibility: Different browsers, different quirks. Make sure your site is optimized for Chrome, Safari, Firefox, and Edge. If the layout breaks in one of them, people bounce.
How to improve site speed
- Compress images so they don’t hog bandwidth.
- Minimize JavaScript and CSS where possible.
- Use caching and CDNs to accelerate global loading.
Key Web Metric #2: Engagement Metrics #
It’s not just how many visitors land on your site that you need to look at. It’s what those users do once they’re there. That’s what engagement metrics are for. These numbers show how effectively your site is holding people’s attention and encouraging them to act.
Higher engagement keeps visitors on your site longer, increasing the likelihood they’ll move down the funnel and convert, directly impacting your return on investment.
What to track
- Average Session Duration: If people spend ample time on your site, you’ve likely got valuable content or a clear pathway for them to follow.
- Bounce Rate: High bounce rate can mean your content doesn’t match user expectations, or your web page might be confusing.
- User Behavior/User Interaction: Are they clicking buttons, watching videos, filling out forms, or giving user input in surveys? Tracking these interactions shows how deeply they’re connected to your site’s content.
How to improve engagement
- Remove clutter and add clear navigation so people know where to go next.
- Help guide site visitors to deeper, relevant content with internal links.
- Make CTAs clearer and more compelling.
Like what you’re learning? Go deeper in our other blog, “User Experience Techniques Every Marketing Director Should Know”.
Key Metric #3: Organic Traffic #
Organic traffic is basically the number of website visitors who find you through Google, Bing, or other search engines, without you paying for ads. It’s basically free marketing that can drive a steady flow of potential customers your way.
When organic traffic climbs, you gain potential leads at zero cost per click, enhancing your marketing campaigns and improving profitability.
What to track
- Search Engine Queries: Check Google Search Console for keywords that get the most clicks.
- Landing Page Performance: Figure out which pages rank well and which need polish.
- Search Engine Results: Keep an eye on your position in search engine results to see if optimization efforts are working.
How to improve organic traffic
- Keep pages updated with the latest info or insights.
- Include relevant keywords where they fit naturally without forcing them.
- Write genuinely helpful and engaging blog posts.
Key Metric #4: Conversion Rate (Your Bottom Line) #
Your conversion rate is the percentage of visitors who do something meaningful, like fill out a form, download a brochure, or complete a purchase. If website visitors are actively taking these steps, it’s a massive indicator that your marketing efforts are on the right track.
Every conversion is direct proof that your site is driving value, so a rising conversion rate clearly signals stronger ROI.
What to track
- Lead Form Completions: Sign-ups, contact forms, and downloads. Basically, anything that counts as a “win”.
- Purchase Completions: If you’re selling products or services, keep tabs on each sale.
- Goal Completions in Google Analytics: Pinpoint where people convert or drop off so you can make fixes.
How to improve
- Reduce the number of required fields on forms.
- Test different CTA button text, colors, or placement.
- Simplify steps and remove distractions to streamline conversion paths.
How to Show Website ROI at a Glance #
We recommend using free tools like Google Analytics and Google Search Console to get a clear view of your key metrics and marketing campaigns. You can use these tools to create reports that highlight specific ROI-related data and leave out the rest.
Combine Key Metrics in One Snapshot #
Grab a handful of core stats, like page load time, bounce rate, conversion rate, and organic traffic, and present them in a clear, concise dashboard. This mini-report is your proof that you’re making positive changes and seeing actual returns.
Tie Improvements to Results #
Let’s say you shaved 2 seconds off your load time. Did your bounce rate drop? Did your conversion rate go up? By directly connecting these changes to improved site performance, you’ll have a concrete story to show your higher-ups. They’ll see that each website tweak or redesign choice has a measurable payoff.
Track Clients’ Websites Over Time #
Whether you manage one site or a dozen, keep an eye on each one’s progress over several weeks or months. Look for trends, seasonal shifts, or sudden dips that might need attention. For time-sensitive campaigns, you might even track metrics daily.
Need a hand getting more out of your website?
Want real ROI from your website? Watch the numbers that actually make a difference—like page load, organic traffic, engagement, and conversions. When you focus on these core areas, you’ll see clear performance spikes and watch your bottom line grow.
Tired of websites that never really change? Our design experts work alongside marketing agencies to craft a platform that evolves, stays fresh, and drives meaningful results. Let’s connect and create a high-performance site that keeps pushing your business forward.
Mel has spent over 20 years turning websites from digital headaches into business powerhouses. Equal parts strategist, problem-solver, and self-proclaimed dog collector (seriously, how many is too many?), Mel blends creativity with a love for helping brands thrive. Whether she’s brainstorming web strategies or sneaking in a game of fetch, Mel’s passion lies in helping brands grow—while inevitably covered in dog fur.