Digital Marketing

Way to measure the performance of your website

If you are like most business owners these days, you might have already invested a lot of money and time into creating your company website. However, there is an excellent explanation for this. Your business website is a precious resource as it is an easy way to approach new and existing customers on a day-to-day basis. Plus, it is the best marketing tool out there. Not to mention, you don’t have to spend an arm a leg to create a high-quality, user-friendly website! With that in mind, it only makes sense to ensure that your website functions with 100 percent efficiency and performs at its best at all times.

That said, your website’s performance can change depending on numerous varying factors. Hence, it is vital to pay attention to the metric you utilize to identify your website’s performance. They provide you with excellent insight into how your website is doing and help you determine ways you can improve its functionality to make it operate and run smoother. After all, a well-maintained, fast-loading website attracts more visitors than a poor, slow-loading one! With that in mind, let us break down these critical performance measuring metrics below. So without further ado, here they are.

Your website’s conversion rate

No conversation related to website performance measurement will be complete without mentioning a website’s conversion rate. The conversion rate is the number of website visitors that turn into paying customers in layman’s terms. While various factors can increase or decrease a website’s conversion rate, it will be impossible to identify every aspect.

However, one of these factors is the overall user experience your website provides the visitor. Everything from content type to page load speeds to great CTAs can affect the user experience. That said, there are many ways to improve our conversion rates, such as using a content tracker to manage or create content for your website or blog. Or using SEO-friendly content that customers can enjoy when reading it!

Your website’s requests per second

Also known as average load or throughout, requests per second is a website performance measurement metric that refers to the number of requests your website’s server handles each second. It is a metric that is effective in measuring the efficiency of your server. Keeping that in mind, large organizations expect anywhere from 2000 to 4000 requests per second.

Your website’s requests per second allow you to determine the pressure your website is operating under and if you need to make any adjustments to improve your website’s operating and load speeds.

Your website’s bounce rate

The term bounce rate is pretty much self-explanatory- It is the number of visitors that ‘bounce’ away from your website without going through it entirely. And sometimes, without even waiting for your website to load completely. When your website has a high bounce rate, it typically means that it has issues loading quickly.

Pictures take minutes to load instead of seconds, and videos take minutes to buffer instead of seconds. However, typically, a few minor adjustments will be enough to improve your bounce rates. These include using smaller-sized videos and images that load quickly or purchasing a website hosting service that has a high uptime.

Your website’s peak response time

Your website’s PRT or peak response time is the measurement of the longest response time for the incoming requests to your server. It provides you a clear picture of where your website is having difficulties or underperforming when trying to fulfill requests.

While you work with third-party Application Programming Interfaces, it is critical to monitor how they perform under immense loads and their PRT for users geographically further from your website’s location of origin. For example, you could have the best CDN and an application that scales easily. However, suppose you’re utilizing an API to parse loaded videos and photos in the USA. In that case, your visitors from Europe will have a pretty lousy user experience.

Your website page load speed

This metric is probably the most important one when it comes to measuring your website’s performance. In fact, your load speed can significantly impact your SERP ranking as Google frowns upon websites that take ages to load and render. Just imagine, have you ever visited a website that takes an eternity to load? If yes, how long did you stay on that particular website before closing your website browser? A few seconds, right?!

In the end, slow page speed is an ever-present part of a web user’s life. However, if your website is not quick to load, you need to look for ways to speed up the loading and rendering process. So, whether you streamline your HTML, utilize a CDN, or optimize your images and videos, do it today to improve your conversion rates.

Your ROI and Profits

The most critical KPI when talking about measuring website performance is to identify the cost of your overall conversions and ROI. If you’re spending more on running your website than you earn, it is a tell-tale sign that your website isn’t performing how you expect it to.

That said, measuring and analyzing the KPIs makes it less challenging to identify your website’s areas that require adjustments and ones that don’t. Some KPI warning signs include low website traffic, high bounce rates, and low conversion rate, to name a few. Once you identify these signs, you must take the steps necessary to improve your website’s engagement rates.

Your website’s DNS lookup time

Your website DNS lookup time is the amount of time needed for a domain lookup to occur when an internet browser loads the website’s resources. Your website’s DNS lookup time can dramatically increase if your website contains third-party scripts and CTAs. However, decreasing your DNS lookup time is all about finding the right DNS provider for your website.

Moreover, go for a service that offers you the best bang for your buck. For instance, if you’re searching for a programmable, authoritative, high-volume name DNS server that uses Google’s infrastructure, you can go with Google’s Cloud DNS server. That said, Google is just one well-known DNS server provider.


Measuring website or web app performance isn’t something that you should do once and forget about it. Instead, it is something that you should do now and then. Doing so ensures whether your website is performing at its optimal levels. Not to mention, it allows you to identify issues that might lead to a lousy user experience. So, if you’re running and company website and not experiencing the traffic you expect, consider conducting a performance measurement on your website as it might have some hidden performance issues.

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