Your business website is the ultimate selling tool, collecting sales leads or processing orders 24 hours a day seven days a week. But do you know if it is performing as effectively as possible?

Perhaps you already have a goal set for the number of sales or sales leads you want to generate through your site. You may even have a basic understanding of the typical visitors to your site. But analyzing what your visitors do when they get to your site allows you to optimize your website as a lead generation and sales tool.

There are two website performance metrics every business should track: Your site’s conversion rate, and your site’s bounce rate.

Conversion rates increase your ability to capture leads and sales.

The percent of visitors to your site that performed a desired action – such as subscribe to a newsletter or request more information – is known as your Conversion Rate. Your conversion percentage is calculated by dividing the number of visitors who performed the required action by the total number of visitors to your site. Your goal is to maximize your conversion rate.

Bounce rates tell your where your site is failing your visitors.

Your Bounce Rate is equally important, because it measures the number of people who came to your site and left without viewing any additional pages. Your website did not inspire them to take action – perhaps because it wasn’t what they were looking for – or at least it appeared that way to them. A high bounce rate may be a clue that your website’s design is not appealing to your target audience, and you may want to consider a design review; or it might suggest you are attracting the wrong type of visitor – perhaps as a result of poor paid search terms.

Metrics help you optimize your design

A quick glance at your conversion and bounce rates can give you an idea of how your site is performing at any given time. Low conversion rates and high bounce rates signal a need for deeper analysis of your website keywords, as well as a possible review of your website design, to determine how you can improve your statistics and your site’s performance.

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