Every project needs some way to measure performance to know how well it is working for you. Finishing a website is a satisfying accomplishment, but you should know that the work does not stop there. You need to continuously check and observe how else you can improve the experience for your site visitors. The best way to measure your site’s performance is by setting KPIs or key performance indicators.

What Is a KPI?

KPIs are the quantifiable or measurable metrics you set to determine the performance of your activity. There are no standard KPIs for websites. Everything will depend on which metrics you think are essential for your site or helpful for your goals. You can have around five to eight key metrics for your website. 

Through the KPIs’ help, you can assess whether your website is making sales or find out how people locate your website on search engines. These key indicators should help your team understand clearly the connection between their goals and marketing efforts. By setting these performance indicators, you can easily gauge whether you are successful or in need of improvement, and this information can help you make more data-driven decisions for your business. 

Things to Remember When Setting a Website KPI

Recognise Your Purpose

Most businesses forget that their website’s purpose is to give solutions to people’s problems. You create a brand with products or services that intends to fulfill a need or answer a problem. The same thing should also apply to your website and its KPIs. Remember your brand objective whenever you set a goal to know which metrics you should prioritise. 


You might have encountered this acronym a lot in goal setting. SMART is a useful tool that can provide you with the clarity and focus you need to achieve your goals. It is a reminder that your focus should be Specific, Measurable, Attainable, Realistic, and Timely. By using this formula, you can define your objectives and set yourself a deadline.  

If you set unrealistic goals for a short time, your metrics will suffer, and so will your perception of where your business stands. 

Use Tools and Be Specific

You can get your data by using platforms like Google Analytics and HotJar, but remember to only focus on factors that are vital to your organisation’s success. For example, checking your Google Analytics will lead you to several web pages full of various numbers and information. However, if you want to check your conversion success, you should only focus on the number of leads you generated and the sales you made. 

Apart from the mentioned metrics, here are some important metrics to check:

  • Time on site – the total time a user spends on your website
  • Bounce rate – the percentage of all visitors entering and leaving your website without browsing further
  • Repeat visitors – the number of times a user returns and engages with your website
  • Social likes and shares – the number of likes and shares you get on social media

These metrics can help you understand how users find your website and what content or part of the site they love to visit. It can also help you find ways to encourage people to stay longer. 


Setting metrics can help everyone in your business to assess whether they are performing well, and it can also help in determining your important next steps. Once you finalise your metrics, use them consistently to gauge your improvement over time. It is also important to consider setting KPIs even before you build your website so that you are guided throughout.

Fruitbowl is a website design and development agency that can help you create an efficient and productive website. Whether you are looking for an e-commerce website design agency or a WordPress maintenance agency in Northampton, you can depend on us. Contact us today to learn more about offered services. 

Pin It on Pinterest