As a key function, performance measurement is a crucial aspect of digital marketing. If you don’t monitor your campaign’s performance, you will never be able to find the problems and rectify them. So, for our today’s agenda, we’re going to talk about how you can measure website performance using KPIs.

Your website’s performance largely defines its search engine ranking and visibility. An up-to-the-mark website retains its users, maintains high dwell time and limited bounce rate. All these conditions are necessary for attaining your SEO goals. However, deciding how to measure your site’s performance can become a bit of a problem. That’s where KPI enters the equation.

KPI or Key Performance Indicators are metrics that help measure the success of an organization’s business operations. There is a variety of KPIs depending upon the nature and size of the operation. For example, high-level KPIs aim at measuring the overall performance of a business. While a different set of KPIs may suit low-level processes in departments such as sales, digital marketing, HR, support, and the likes.

These measured values are crucial to determine the efficiency and effectiveness of a business operation. But this is not all. KPIs can be a really effective way of measuring your website’s performance. Read below and find out how to put KPIs for such use.

Measure website performance using KPIs in the following ways

Website Performance Using KPIs

1. Test your website’s reach

Increasing visitor traffic and reach is one of the core objectives of website optimization. Find out how well your website is doing by measuring the volume of visitors over a specific period of time. You can track your website traffic by using software tools like Google Analytics. Such tools also let you find out how many new visitors your website has gained. Along with that, you can also track how many old visitors you have retained.

This will help you identify the problem areas affecting your reach and so you will be able to rectify the better.

2. Analyse the sources of your traffic

As an online business, you must have some of both inbound and outbound marketing campaigns. To make sure your website optimization efforts are paying off, you need to understand the channel of your traffic. Let me elaborate on how it works.

Google rewards soundly functional websites with ranking and visibility boost. So, if most of your quality traffic is coming from organic sources, it means your website is basically doing great. You can also determine the success of your outbound marketing campaign by studying your paid search visitors’ behavior. For example, if your website is unable to retain visitors arriving through PPC ads, may be you need to work on your Landing Page.

3. Check bounce rate and improve dwell time

Bounce rate tells how often your organic visitor traffic goes or ‘bounces’ back to the SERPs without engaging with your website even once. Engagement basically implies getting clicked on hyperlinks within a website. So, you may be receiving a great number of audiences for now but if they are now engaging with your website, it leaves a bad impression. On the other hand, the dwell time of your website tells how much time visitors spend engaging with your site on average. Both too much and too less of bounce rate is an undesirable scenario. And for the dwell time– the higher, the better.

An extreme bounce rate signifies poor performing website while a high dwell rate tells that the website is performing well. Thus, with these two metrics, you can get a fair idea of how well your website is performing in the terms of engagement.

4. Measure your conversion rates

The ultimate point of digital marketing company in Delhi is to improve the buyer conversion rate. You may have an engaging website with a high dwell time and a balanced bounce rate. But still, you may not be able to enjoy corresponding conversion rates. This is very much possible and there can be many reasons for it like-

#Complex buying process

#Poor navigation and search

#Knotty filtering and sorting functions

#Unclear CTA buttons

#Other technical glitch in the website

For online businesses, it is crucial to ensure maximum conversion of digital visitors. Therefore, your conversion rate is an important metric to measure your website’s performance.


The success of online businesses is largely dependent on the performance of their website. All the other marketing efforts go in vain when a business website can’t retain its audience and improve the conversion rates. Therefore, your website’s reach, traffic sources, dwell time & bounce rate, and conversion rates are great Key Performance Indicators of its success. By using these KPIs to study the effectiveness and efficiency of your website, capitalize on your strengths, and rectify problems. This way, you will maintain a website of top-notch quality.

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Somya Sharma : Regardless of being a Delhi University graduate with a major in English Literature, Somya's interests are not limited to poetry and drama. As a person who loves researching, discussing and writing about topics rooted in various disciplines, the list of subjects that tickle her fancy is ever-growing. She finds the power of psychology in marketing particularly intriguing and has set out writing blogs with the aim of helping budding marketers polish-up.