Website Design

What website KPIs should small businesses have?

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Gurpreet Singh Dhindsa
Website Design

What website KPIs should small businesses have?

Gurpreet Singh Dhindsa

Nowadays, getting a website for your business is no longer a competitive edge. In fact, it’s the bare minimum if you want your business to be noticed and trusted by today’s customers! However, more than simply having a fancy website that looks and feels impressive, you need to make sure that it’s actually helping towards achieving your business goals.

Here are four particularly important key performance indicators (KPIs) that you should be tracking to see how your customers are interacting with your website. By knowing these factors, you will better grasp if it’s giving you the results your business needs to succeed.

1. Conversion Rate

The conversion rate tells you how successful you are at getting your website visitors to perform a particular action for your business. For example, if you’re using an e-commerce platform, then your desired action would most probably be the “buy now” button. Other samples of common conversion actions would be getting visitors to sign up for your weekly newsletter or downloading a free e-book.

Getting a high conversion rate means that your website’s elements—from the UX design to your body copy—are effective at doing what you need them to do. Conversely, getting a low conversion rate means you may need to do a website audit to find which elements are working against you.

Note that the specific element that could be turning off your visitors may not be immediately obvious to anybody but an experienced web designer. In this case, it’s worthwhile to contact a professional web design service to determine what’s causing the drop in your conversion rate.

2. Bounce Rate

Google defines bounce rate as “the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.”  A “bounce” happens when a user opens a page on your website, only to exit without clicking on another link or moving to another page.

A high bounce rate is not always a bad thing. This is especially true for blogs where the most useful information is generally consumed in a single page. Lead generation and landing pages also typically have very high bounce rates because of the minimal actions that can be performed. However, if the return on investment produced by the landing page is healthy, then a high bounce rate should not bother you!

In many cases, a low bounce rate is optimal. However, if your bounce rate is showing up extremely low (lower than 40%), then there’s a good chance that your Google Analytics code was not set up properly.

3. Number of Qualified Leads

Having a high number of visitors each month is a good sign that your website is gaining traction. But if your end goal is to generate revenue based on sales, then you shouldn’t rest on your laurels just yet! Having a high number of website visitors presents you with an opportunity to gain sales—but you will first need to qualify them.

Qualified leads are people who fit your customer profiles, and are the people most likely to procure your products or services. Qualifying leads involves the use of a lead generation form, which then allows you to capture email addresses and other relevant information.

Google Analytics then transmits this information along with other demographic data to your preferred customer relationship management (CRM) platform. This will allow you to rank and classify which leads you should prioritise in terms of nurturing.

4. Customer Satisfaction

Customer satisfaction is a subjective metric that is not easily tracked by merely crunching numbers. For one, you will not find a customer satisfaction module in your Google Analytics dashboard. However, there are a few ways to track this qualitative metric.

One of the simplest ways to do this is by setting up a Net Promoter Score API on your website. This lets your customers rate you based on their experience with your website on a scale of 1 to 10.

You can also set up survey forms that let you get to the nitty-gritty details of your customers’ experiences! These features are set up through the back-end of your website, which your full-service web agency should have access to.


Depending on the kind of business that you run, your website’s success may not entirely depend on how much revenue it brings. Many small websites do use their websites to generate sales, but it’s also very common to use them only for lead generation, reinforce brand recognition, or even for customer service.

The four metrics we discussed here should cover all those cases, though some metrics may be more important than others for your specific business. To accurately measure your website’s success, it’s best to contact a results-driven digital agency that offers website metrics and analytics.

Vaxaweb is a digital agency providing web development services in London. As a full-service web agency, we handle all your digital marketing, logo design, and search engine optimisation needs. Contact us today to learn more!

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