5 Important Website Performance Metrics You Must Measure

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Websites are a necessary part of doing business in the modern world. They are how customers and clients find out about your company, what products and services you offer, and how to get in touch with you. They are also a great way to show off your brand, build trust, and establish yourself as an authority in your industry.

However, simply having a website is not enough. Your website design needs to be well-structured, informative, and easy to use. It also needs to be fast and responsive, as users are likely to click away from a slow or unresponsive site.

There are a number of website performance metrics that you can use to gauge how well your site is performing. Here are five website performance metrics you should always measure to ensure your site is running smoothly.

1. Page Speed

Page speed is one of the most important website performance metrics. It measures how fast your website loads and how long it takes for each page to load. A slow website can frustrate users and cause them to leave before they even have a chance to explore your content.

2. Website Traffic Acquisition

Website traffic acquisition measures how well your website is able to attract visitors. This metric can be affected by a number of factors, including your website’s design, content, and SEO. If you want to attract more visitors to your site, you need to make sure that it is well-designed and contains high-quality content that is relevant to your target audience.

3. Bounce Rate

Bounce rate is a measure of how often visitors to your website leave after viewing only one page. A high bounce rate indicates that visitors are not finding what they’re looking for on your site and are quickly leaving. To lower your bounce rate, you need to make sure that your website’s design is easy to navigate and that your content is relevant and engaging.

4. Error Rate

Error rate measures how often your website produces errors. This can be caused by a number of factors, including coding errors, server issues, and incorrect configurations. A high error rate can frustrate users and cause them to leave your site. To lower your error rate, you need to make sure that your website is well-coded and that your server is configured correctly.

5. Conversion Rate

Conversion rate measures how often visitors to your website take the desired action, such as making a purchase or signing up for a newsletter. A low conversion rate can indicate that your website is not effective at converting visitors into customers or leads. To improve your conversion rate, you need to make sure that your website is designed for conversion and that your call-to-actions are effective.

Why Is It Essential to Measure Website Performance Metrics

Website performance is crucial for a number of reasons. First, it affects the user experience. Slow loading times can frustrate users and cause them to abandon your site. Second, website performance is a key ranking factor for search engines. If your site is slow, it will likely rank lower in search results, which can lead to fewer visitors. Finally, website performance impacts your bottom line. Slow loading times can result in lost sales and revenue.

That’s why it’s essential to measure website performance metrics. By monitoring key metrics, you can identify issues and take steps to improve your site’s speed and performance.


These are all important website performance metrics that you should measure in order to ensure that your website is running smoothly and efficiently. By monitoring these metrics, you can identify potential problems early on and take steps to fix them, which will improve your website’s overall performance.

Digital Marketing Scotland provides Edinburgh web designers that can help you create a website that is optimised for search engines, easy to use, and looks great on all devices. Our team can keep track of the website performance metrics to help you continuously improve your website and ensure that it is meeting the needs of your business. Let us help you create a website to help you achieve your business goals. Contact us today to get started!

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Creating a website is way more than making it pretty. My business is centred around conversations yet the language is hugely different when it comes to digital web design. DMS, particularly Sammie, was able to guide me through the process of combining two historic websites and combining them so the narrative is (the feedback is resounding) 'crystal clear'. Not only that but my website looks amazing and navigates well for any user. One lady told me she got so distracted she went down lots of rabbit holes she wasn't expecting. When you get attention like that, it's priceless. If you're reading this and have been unsure what to do with your website, get in touch with Sammie. You won't regret it. Above and beyond is definitely better than smoke and mirrors.
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