Your website might look great—but is it doing its job? If you’re not measuring how it performs, you’re missing chances to improve it and grow your business.

In this guide, we’ll break down the key website metrics that tell you what’s working (and what’s not). Tracking the right data helps you make smarter decisions and get better results from your site.

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1. Website Traffic: Are People Showing Up?

Website traffic tells you how many people are visiting your site. It’s the first sign of whether your marketing is working and your content is getting found.

Track this using tools like Google Analytics. Focus on:

• Total visitors: How many people visited in a given time
• Page views: How many pages they looked at
• Unique visitors: How many were new vs. returning

If traffic is flat or declining, revisit how you’re promoting your site. Are your blog posts, social media, and emails driving clicks?

2. Bounce Rate: Are They Sticking Around?

Bounce rate measures how many visitors leave after viewing just one page. A high bounce rate means people aren’t finding what they need—or aren’t interested enough to keep browsing.

Common issues include:

• Slow load times
• Hard-to-use mobile layout
• Confusing navigation
• Weak or unclear calls to action

To improve bounce rate, focus on user experience. Make your content easy to scan, guide users clearly, and ensure your site works smoothly on mobile.t.

3. Conversion Rate: Are Visitors Taking Action?

Conversion rate tracks how many visitors take a specific action—like submitting a form, booking a service, or making a purchase.

To calculate:
Conversions ÷ Total visitors × 100 = Conversion Rate (%)

If your rate is low, look at:

• Are your calls to action clear and visible?
• Is your checkout or form process simple?
• Do you have trust-builders like testimonials or secure payment icons?

Small tweaks in design and wording can lead to big gains here.

4. Average Time on Page: Are They Engaging with Your Content?

This tells you how long people are spending on a page. If visitors leave quickly, your content might not be hitting the mark—or the layout may be too cluttered to navigate.

Longer time on page, especially on product or service pages, suggests you’re holding attention. Improve this by writing content that directly answers your audience’s questions, and link to related pages to keep them exploring.

5. Mobile Performance: Is Your Site Easy to Use on Phones?

More than half of web traffic comes from mobile. If your site isn’t easy to use on a phone, visitors will leave—and Google may rank you lower in search.

Check:

• How much traffic is coming from mobile
• How mobile users behave compared to desktop users
• Whether your layout, buttons, and images work on small screens

Use responsive design and keep mobile navigation simple. A fast, easy mobile experience is no longer optional—it’s expected.

6. Backlinks: Are Other Sites Linking to Yours?

Backlinks (links from other websites to yours) build your site’s authority and improve your rankings in Google. More quality backlinks = more credibility.

You can track backlinks using tools like Ahrefs or Moz. If other businesses, blogs, or publications are linking to you, it’s a strong sign your content is valuable.

To build backlinks:

• Publish helpful, shareable content
• Collaborate with others in your industry
• Write guest posts for reputable sites

7. Customer Feedback: What Are Real People Saying?

Metrics are helpful—but sometimes the clearest insight comes from actual feedback. Ask your visitors or customers what’s working and what’s confusing.

Ways to gather feedback:

• Quick surveys on key pages
• Follow-up emails after a purchase
• Pop-ups asking why someone is leaving

Listening to your users helps you prioritize updates that actually matter.

What Might You Be Wondering:

Need Help Improving Your Website?

At LaudableUX, we help small business owners build websites that don’t just look good, they perform.

Here’s how we can work together:

1. Website Audit & Strategy
We start with a full performance check—traffic, bounce rate, conversions, and more—so you know where you stand and what to improve.

2. Custom Design & Development
We create websites that are fast, mobile-optimized, and designed to convert.

3. Ongoing Support & Analytics
We help you track key metrics over time, make smart updates, and stay aligned with your business goals.

Final Takeaway

Your website should work just as hard as you do. By tracking the right metrics, you’ll gain a clearer picture of what’s driving results—and where there’s room to grow.

Want to take control of your website’s performance?
Let’s talk about how LaudableUX can help you turn data into better design and real business growth.