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How to Measure Your Website Traffic and Performance

When you launch a website, an easy-to-understand view of key performance indicators and how they’re changing over time is a valuable tool. Tracking your website performance empowers you to make strategic, data-based decisions for your brand. 

Tools that display website analytics help you avoid guesswork, set goals, and measure your success over time. Whether you want to get more eyes on your online portfolio, grow the readership of a new blog, or simply understand more about how people interact with your website, analytics provide meaningful insights into your online presence — and help you efficiently prioritize website updates.

Learn more about understanding your website traffic and performance, setting measurable goals, and improving audience engagement:

View your current website performance

Whether your site is well established or you just launched it yesterday, take time to understand how it’s currently performing. With Squarespace’s analytics tools, you have access to all the key data you need. If you’re just getting started, monitor these metrics to establish your baseline performance and better understand your audience behavior:

  1. Website traffic and traffic sources

How many visitors does your website attract each month? Where are they coming from? If you just launched your website, you can start to establish a baseline for monthly traffic and understand how people are finding you online. For example, if your site has been live for several months, see if you can correlate any peaks and valleys in your traffic with social media posts, emails, press coverage, or other events. Analyzing your traffic will help you start to understand what drives people to your website. 

 Learn more about viewing traffic and traffic sources for your Squarespace website.

2. Audience engagement metrics

These metrics can help you understand how your audience navigates through your website and engages with your content:

Time on Page

This is the average amount of time users spend on a single page before navigating to another part of your site. For example, when your average time on page is higher for a specific blog post or page with audio or video content, it can indicate that the content on that landing page is more engaging than other areas of your website.

Exit Rate

This is the percentage of views of a given page that didn’t result in any more pageviews on your website. In other words, exit rate measures how often a particular page is a user’s last page viewed before they navigate away from (or “exit”) your website. 

Keep in mind that it makes sense for some pages to have higher exit rates, which is why it’s important to consider context for this metric. For example, you may have written a blog post that intentionally directs readers to a resource or event page outside of your website — a high exit rate on that blog post’s URL would mean that the post is effectively doing what you hoped it would.

Bounce Rate

This is the percentage of visitors who entered your site on a page, then exited your site from that same page without visiting any other parts of your site. In other words, bounce rate is measured when a landing page is the first and last interaction a user has with your website. If a landing page has a high bounce rate, it may not be effectively encouraging visitors to engage with other areas of your website — or it might not be giving them the information they were looking for. 

Learn more about viewing audience engagement metrics for your Squarespace website

3. Search keywords

Your website’s traffic and performance is directly influenced by how it ranks in search engine results. This is why it’s important to understand your audience’s search intent — or the reason for their search engine queries. For example, people finding your website through search engines might be interested in buying a specific product that you offer, or learning more about a topic that you’ve covered in your blog. When you understand why your audience is finding you, you can start to improve your search engine optimization (or “SEO”) to make your website more easily discoverable.

Focus on keyword relevance — or choosing keywords that are aligned with the search intent of your audience, and the phrases they’re using to find your website or others like yours. Use these search keywords to inform your SEO strategy, and incorporate top performing keywords throughout your website — including landing page copy and SEO titles — to help people find you online. 

Squarespace integrates directly with Google Search Console, making it easy to view what keywords your customers and visitors are using to find your site. 

4. Site search

If you have enabled search on your website, you can also see what visitors are looking for on your site. This is a great way to learn what your audience is interested in, so you can connect them directly with the content that matters most.

For example, if you run a wellness blog and visitors are regularly searching for information about herbal remedies, you can surface this content front and center on your blog homepage. Alternatively, if you haven’t already, you can create content focused on that topic, which can enhance your SEO strategy. 

Site search can also help you learn which products people are searching for in your online store. This can inform everything from how you promote products on your homepage, to whether you want to develop and sell a new product that aligns with what people are already looking for from your brand.

Learn more about adding search to your Squarespace website.

Taking stock of your website traffic, audience engagement, and search keywords will enable you to improve the user experience and SEO of your website, and strategically build new, relevant content.

Identify your goals and set website KPIs

Do you want to drive more traffic to your website from search engines? Increase engagement with specific landing pages?

No matter what you want to accomplish, make sure you set measurable goals. Identify three to five key performance indicators (KPIs), and make a plan to improve the metrics attached to those website KPIs over time. If you just launched a new online portfolio or blog, this might mean making targeted content changes to reduce bounce rate or improve time on page. If you’re launching a new product every month in your online store, you might have a KPI to drive traffic to new product pages when they launch.

As you set your goals, keep in mind that metrics improve at different speeds. For example, when you update your website’s SEO, it will take a few months before you start to see your work reflected in your website traffic.

Track your performance over time

Think about your website as a living, breathing online presence. Adjust your strategy and test changes as you monitor your website’s performance. For example, if you update the copy on a product page in your online store and notice an uptick in pageviews for that product over time, consider making global changes to your product pages to optimize the rest of your store for search engines. Tracking your website performance over time will help you grow your reach and stay connected to your audience.


Ready to launch a data-driven website? Get started with Squarespace.

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