Insight enables improvement – that’s the same whatever the industry and whatever the context. When it comes to the performance of your website, metrics provide that essential insight that can help to improve the volume and quality of conversions that you achieve.

Laying the foundation for success

If you’re keen to use metrics to improve conversions through your website then this starts by establishing which measurements you’re going to use to support your business in reaching this goal. Some of the options include:


The most obvious metric to start with is to establish your conversion rate. This is the number of conversions divided by the number of unique visits. If your conversion rate is low then it’s likely that you’re not getting enough ROI from your website investment. A low conversion rate can be a sign that action needs to be taken, such as improving the buyer journey or making newsletter sign up more obvious.

Scroll depth

Bounce rate is often highlighted as a useful way to identify whether your website is engaging people long enough to support conversion but actually scroll depth tends to be more effective. This metric will show you how far down the page users go, as opposed to the rate at which people leave the site without exploring it further. It may simply be that visitors to the site aren’t scrolling far enough down the pages to reach your CTA or the point at which conversion can take place. This could be remedied by testing content in different places on the page, improving the quality of the content you’re using or adding a more multimedia dimension to draw attention to specific locations.

Pages per visit

You’ll be able to measure this to see how far users got into your website and whether you need to make changes to more effectively drive visitors towards conversion. Ideally, all the pages on your website will work together to help visitors reach the end goal of a conversion. If pages per visit are low then this may be a sign that you need to review whether the website works as a whole or really only as individual pages.

Time on page

If time on page metrics are low then it follows that conversions may also be low. More engaging content could be the key to increasing both time spent on pages and the conversion rate. Bear in mind that some pages will have a lower time on page rate than others – for example, there isn’t much content to consume on a Contact Us page so the rate could be especially low.


If your site is ranking well on Google then this is a good sign that the SEO is sound. However, if this isn’t resulting in traffic that drives conversions then there is an issue. Google Analytics, such as search click-through rate and metrics that show traffic to your website over time, can provide insight into why that might be.

Metrics hold the key to better conversions because they enable issues to be identified and solutions found and tested. If you’re looking to achieve more with your website metrics will be an essential part of the process.

Get in touch with Iconic Digital for all your website tracking requirements today.