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The Top Three B2B Website Metrics to Monitor

Many businesses tend to focus their attention on overall traffic to their site when they evaluate the performance of their B2B website. The problem with this method is that when you only focus on the number of visits you are studying only one small bit of information and ignoring data that can help you significantly improve the results of your website. By diving deeper into your website analytics you can learn a lot about your web visitors and ultimately produce a more effective website that can improve conversion rates. Here are three metrics that, when measured together, paint a better picture for those evaluating the overall performance of their B2B website.

Pages per Session

Pages per session is the average number of pages viewed by visitors during a visit (a “session”) to your website.

This metric measures how far into your site your visitors went. Most visitors will come to your site through your homepage. However, some of the most important information is on your products or services pages. This requires the visitor to move beyond the homepage and farther into the website.

If the visitor moves farther into the website, they register at least two pages viewed during that session. Therefore, B2B firms should aim for at least two pages in this particular metric. Anything over two pages means that visitors are moving through your site to find more information. They are engaged!

Average Session Duration

Average session duration is the average length of time a visitor stays on your website.

This metric is important because it shows how long a visitor stays on your website. The longer a visitor spends in a session, the more engaged they are as a potential lead. B2B brands should aim for an average session duration of at least two minutes because a visitor who is spending more than two minutes on your site is engaged and has found something relevant to them and their needs.

Average session duration can be improved by having valuable and useful content on your site. Excellent navigation that leads the visitor from one page (or piece of content) to the next also improves the session duration.

Bounce Rate

Bounce rate is the percentage of single-page visits. In other words, it is the percentage of the number of times a web visitor left your site from the entrance page without interacting with any other pages.

Bounce rate is a clear indication of how engaging your content is. A high bounce rate is a sign that visitors to your site did not find what they were looking for. A low bounce rate indicates visitors are finding your site for the right reasons because they are engaging with your content.

Lowering the bounce rate has important search engine optimization (SEO) implications as well. One of the metrics that Google checks when it is indexing your site is the bounce rate. If it is high, Google assumes that your site content is not very good and they will rank your site lower in the search engine results pages.

How can these metrics be improved? Through improved website content and search engine optimization. Make sure your website design incorporates an easy-to-understand navigation. Ensure your website has rich, informative content. Having a resources section on your site with various forms of content (including blog posts, guides and videos) will also keep visitors on your site for an extended period of time.

Creating an effective website requires more than just good web design. It also involves carefully thought out content and navigation elements. While total traffic to your site is an important metric to monitor, it never tells the whole story. By researching more extensive metrics you can improve your website and ultimately your online conversion rate.

Sheila Kloefkorn

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.