Your website is an investment. Here’s how to measure whether it’s paying off.
Beyond traffic numbers
Page views alone don’t tell you much. Focus on metrics that connect to business outcomes:
Leads generated
How many enquiries come through your website? This is often the most important metric for service businesses.
Conversion rate
What percentage of visitors take a desired action? A small improvement in conversion rate can significantly impact results.
Revenue (e-commerce)
For online stores, track revenue, average order value, and customer lifetime value.
Cost per acquisition
How much are you spending (on the website, marketing, etc.) to acquire each customer?
Setting up tracking
Ensure you have proper analytics in place:
- Google Analytics 4 for traffic and behaviour
- Goal tracking for conversions
- E-commerce tracking for revenue
- Call tracking if phone enquiries matter
The bigger picture
Remember that websites also deliver value that’s harder to measure: credibility, brand building, and customer service. Don’t focus solely on direct conversions.