Know your metrics: a guide to website analysis

Site performance is essential in the user experience and SEO of a company website. Generally speaking, visitors who don’t like what they see will leave the site within ten seconds. To understand more about your business and visitors’ actions on your platform, monitor and analyse your website statistics. Website analysis can help you make changes to boost your conversion rates and get insight into where you should put your efforts and what types of content are related to your audience and what aren’t. This blog covers the benefits of conducting website analysis, tools, and key components to consider.

Understanding Website Analysis

As part of website maintenance, website analysis involves the assessment of several components of a website in order to determine its performance, effectiveness, and general condition. To determine strengths, weaknesses, and potential improvement areas, it analyses components including design, content, functionality, user experience and SEO.

Quantitative analysis is concerned with numbers and metrics, such as website traffic, bounce rates, conversion rates, and page load times. These metrics offer unbiased assessments of the functionality and user behaviour of the website. Qualitative analysis, on the other hand, involves subjective assessments based on user feedback, usability testing, and expert evaluations. It aims to understand the user experience and identify usability issues.

The main goals of website analysis include the following:

  • Evaluating performance by assessing traffic, engagement and conversions.
  • Understanding user behaviour to improve the overall user experience.
  • Optimising conversion rates by identifying obstacles in the conversion funnel.
  • Enhancing SEO for better search engine visibility.
  • Improving user experience by identifying usability issues and making design enhancements.

Importance of Website Analysis

With technological advancements, website analysis has become an essential tool for businesses seeking to achieve their objectives and reach their target audience. Analysing a website offers several key benefits that contribute to improved performance and user experience.

User Experience Enhancement

Improving user experience requires an understanding of how users engage with your website. Understanding user behaviour, preferences, and weakness is possible through website analysis. You may improve design and functionality to produce a smooth and satisfying user experience by identifying usability problems, navigational difficulties and areas of dissatisfaction.

Detect Technical Issues

Visitors may become frustrated by technical problems, which might lower the search engine rankings of your website. You may find any technical issues, such as broken links, slow loading times, or coding errors on your website by using website analysis. With this knowledge, you can immediately fix any problems and guarantee that your website runs effectively without interruption.

Track your Marketing Efforts

Website analysis helps you track the success of your marketing campaigns. You can identify which advertising methods generate the most site visitors by keeping an eye on the traffic sources for your website. These details are important for maximising your marketing budget and concentrating your efforts on the channels that deliver the highest return on investment.

Make Informed Business Decisions

Analysing your website can help you understand how your business is doing. By looking at metrics like conversion rates and bounce rates, you can make changes to your website that improve the user experience and help you get more conversions. You can also use this data to find ways to improve your business and make wise decisions for the future.

Key Metrics to Consider When Analysing a Website

Regularly monitoring and analysing key metrics can help you gain valuable insights into your website’s performance, user behaviour, and areas for improvement. This action prevents website redevelopment, which can cause more damage to your business. To provide you with valuable insights, here are some important metrics to consider:

Website Traffic

When analysing a website, one of the most important metrics to assess is website traffic. It tells you how many customers visited your website and the pages they are viewing. By analysing website traffic, you can determine which content is most popular and which pages need to be improved.

Bounce Rate

The bounce rate is the fraction of visitors who leave your website after viewing only one page. A high bounce rate might mean visitors aren't engaged or are finding it hard to navigate. It might also possibly point to that users found exactly what they wanted and left, which normally reflects the type of business. Analysing bounce rates helps you figure out which pages are causing visitors to leave and looking for ways to optimise those pages to keep visitors engaged.

Conversion Rate

The conversion rate is the number of guests who complete a chosen activity, such as purchasing or submitting a contact form. You can determine how effectively your website converts users into clients by monitoring your conversion rates. Increasing your conversion rate can improve your website's ROI and increase sales in the long run.

Time on Site

Time on site is the average time visitors stay on your website. This indicator can show you how interested your audience is in your material. You can identify the most interesting pages and optimise them to keep users on your site for longer by analysing the time spent there.

Page Load Time

This is the time consumed for a web page to fully load. Slow pages can lead to a negative user experience and higher bounce rates. Optimising page load times is crucial for retaining visitors and improving user satisfaction.

Pages per Session

Pages per session are how many pages visitors view when visiting your website. It tells you how interested visitors are and how easy it is to explore your site. Analysing this metric can show you which pages are popular and help you make navigation easier. This will help visitors find what they want.

Search Engine Rankings

Search engine rankings determine how visible a website is to potential customers. High-ranking websites on search engines like Google are more likely to get visitors than one that ranks low. High rankings also imply credibility, authority and trustworthiness to potential customers. Therefore, monitoring and optimising search engine rankings are essential to ensure an optimal website performance.

How to Analyse a Website

To analyse a website, you need a systematic approach to evaluate its performance, user experience, and effectiveness. Follow these steps to analyse a website effectively.

Know What You Want

Before conducting a website analysis, it is essential to define the business objectives and what you want to achieve through the website.

Collect and Analyse the Data

Collect data on various aspects of the website, such as traffic sources, user behaviour, page loading speeds, conversion rates, keywords ranking, and social media performance. Analyse it to identify the trends, patterns, and areas that require improvement.

Set Key Performance Indicators (KPIs)

To align with your objectives, it's important to determine the right key metrics and KPIs. These metrics could be website traffic, conversion rates, bounce rates, or average session duration.

Use Web Analytics Tools

To acquire information and insights about your website, use web analytics solutions like Google Analytics, Adobe Analytics, or others of a similar nature. To gather the information required for analysis, install the tracking code on your website.

Assess User Behaviour

Track user behaviour metrics like bounce rate, average session duration, and pageviews per session. Doing this helps you figure out how visitors interact with your website, which pages they go to, and how long they spend on your site. Find pages with high bounce rates or low engagement to see what parts need improvement.

Take Corrective Measures

Based on the analysis, take corrective measures to improve the website's performance. This may include optimising the content, improving the user interface, or changing the website's structure.

Monitor the Results

After implementing the changes, monitor the results to determine their effectiveness. If not, refine the strategy and take corrective measures accordingly.

Website SEO Analysis

Analyse the website's search engine optimisation (SEO) performance. Assess keyword rankings, on-page optimisation, meta tags, URL structure, and backlinks. Identify opportunities to improve SEO and increase organic visibility.

Website Analysis Tools & Resources

It’s not enough to just have a website. You must also optimise it for search engines, user experience and overall performance. This is where website analysis tools and resources come in.

Google Analytics

Google Analytics gathers data on your website's performance and provides insights into which website pages are effective. This tool offers features such as audience data tracking, channel tracking, and behaviour tracking, allowing you to understand your website visitors better. With Google Analytics, you can see which channels and pages drive traffic to your website, how visitors behave on your site, and identify areas of improvement. Integrating Google Analytics with other tools can provide a robust dataset that empowers you to enhance your website's performance based on data-driven decisions.

Google PageSpeed Insights

Google PageSpeed Insights helps you analyse your website's load time. This tool allows you to check how quickly visitors can access your website. This is important for understanding user experience and performance. The tool can identify slow-loading areas and suggest ways to improve load time. By making these improvements, you can enhance user experience and overall performance.


SEMrush is a helpful tool that assists you in monitoring your competitors' marketing strategies. It also gives valuable insights into your own website's performance in organic search results, allowing you to compare it with your competitors. Some key information provided by SEMrush includes changes in search volume over two years, analysis of backlinks, organic and paid search traffic volume, ranking keywords for competitor websites, and target competitor websites.

While SEMrush offers free accounts with limited features, upgrading to a pro membership unlocks additional benefits. With a pro membership, you can run more reports and receive more results per report. It also allows you to manage up to 500 keywords across multiple projects.


Ahrefs crawls the internet continuously, collecting, storing and hosting data that can be used to conduct SEO audits, analyse social metrics, review backlink patterns and evaluate competitors' content marketing strategies. A small fee allows potential users to try Ahrefs to decide if it meets their analysis needs.

Gain a Competitive Edge with Butterfly's Proven Analysis Strategies

As a top web development agency in Melbourne, Butterfly uses various tools and techniques to make data-driven decisions. We will work with you to know and understand more about your business goals, target market, and unique value proposition. Our website analysis strategies don’t just stop at identifying opportunities; we also provide actionable recommendations for improvements and optimisation. By partnering with Butterfly, you will have the insights you need to stay at the top of the competition.

Website Analysis FAQs

The frequency of website analysis depends on your business goals, the size of your website, and the level of competition in your industry. However, a quarterly analysis is a good starting point; you can adjust the frequency based on your specific needs. Remember, keeping your website up-to-date and optimised is a must.

Website analysis helps identify security issues, but it may not cover all aspects of website security. Professional security services or experts are needed to conduct in-depth audits and penetration testing for more specific and advanced security assessments.


To improve user experience and engage customers, website owners should analyse user behaviour and detect flaws. They should also optimise website design, speed up page load times, and make content more relevant. By using data-driven choices, website owners can make satisfying website experiences.


Website analysis can provide valuable insights into technical issues, keyword rankings, competitor strategies, and user experience. By using this information to improve your site, you can achieve a higher search engine ranking and attract more traffic.

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About the Author

Staff Photo Darryl Dillon-Shallard

Darryl Dillon-Shallard

With over 25 years of expertise in web development, encompassing design, software engineering, DevOps, and business management, I am passionate about collaborating with clients to deliver inventive digital solutions.