Websites can be tricky to monitor and gauge the true success of, given all of the various elements and metrics. It may appear that your website is running fine and doing all that it can for your business, however there are often ways that it can improve that you may not have noticed. Let’s go over some useful ways in which you can establish the performance of your website, and whether or not it could be improved.

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How do I know how my website is performing in the first place?

There are a few general categories that your website should be tested for that will give you an overall idea of its current performance, and how successful it is at generating business.


Website speed

The speed of your website is important in many factors that you might not even know. For example, web speed has a massive impact on the number of users that will return to your website, and it even affects your rankings on Google. Establishing your page load speed will help you to understand whether you’re reaching visitors as well as you could, and whether those visitors are going to stick to your business or not.


Page visits

Discovering which pages of your website are visited and in which proportions is crucial in understanding how well your website is performing. You should be able to see a good flow of visitors through your most important conversion pages, such as your contact page, your checkout page, or your sign-up pages.

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Website traffic

Learning about your website’s traffic will help you to understand how well focused your content is, and how likely you are to get more business from these visitors. With certain tools, you’re able to see details about your visitors such as where they’re from, how they arrived at your website, whether they stay on your website, and how many of them return to your website to understand more about your business.



Is your website ranking for search terms that are relevant? Learning more about your SEO rankings will really help you to see how many people are finding your business, how they’re doing so, and how focused the visitors are. With poor website SEO, it suggests that on-page optimisations need improving, and poorly targeted traffic that’s unlikely to convert on your website.

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How do I know if my website’s metrics are good, or could use improvement?

Here are some basic averages to give you a rough idea of how your website should be performing, and whether or not it needs to improve to meet general standards:


  • The average time to load a web page is 10.3 seconds, however over 40% of users will abandon your site if it takes more than 3 seconds.
  • The average website bounce rate (click here to learn more about bounce rate) is 41% – 55%.
  • The average conversion rate of a website is 4.31%, or 2.58% for e-commerce sites.
  • A good visitor return rate is around 30%. This means 70% or less should be new visitors, with the rest being returners.
  • On average, websites rank for 22 search terms / keywords that are relevant to their business.
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If you’re interested in learning even more about your website’s performance and current condition, you can make use of our free website health check. We’ll test your site against over 50 industry benchmarks to establish how well your website is truly performing. For more information, or to get your website tested for free today, simply click here!

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