BigCommerce Site Testing: Using Analytics And Metrics To Continuously Improve Your Site’s Performance

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In the world of online business, keeping your website up-to-date and functioning smoothly is crucial. Your website, after all, is your company’s virtual storefront, providing customers with a window into your products, services, and brand identity. But what happens when a site visitor bounces off your page too quickly, or a product page isn’t converting as well as it should? This is where site testing comes in. By monitoring and analyzing key metrics and analytics, you can continually improve your site’s performance.

Why Site Testing Matters

Site testing is critical for any business because it provides clear data on how site visitors are interacting with your site. It can help you determine which elements of your site are working well and which ones need improvement. Through site testing, you can identify issues like slow page load times, poorly designed landing pages, or confusing navigation menus.

Site testing can also help you make data-driven decisions rather than relying on guesswork. By analyzing user behavior, you can better understand what your customers want and how to deliver it to them.

The Metrics To Track

To make informed decisions, you must track certain metrics related to the performance of your site. Here are some metrics to pay attention to:

Bounce Rate

The bounce rate is the percentage of visitors who leave your site after viewing only one page. If your bounce rate is high, it may indicate several issues, such as poor site navigation, slow load times, or unappealing design.

Conversion Rate

The conversion rate is the percentage of visitors who take a specific action on your site, such as making a purchase or filling out a form. If your conversion rate is low, it may indicate issues with your CTA (call-to-action), checkout process, or product descriptions.

Session Duration

The session duration is the amount of time a visitor spends on your site. A longer session duration may indicate that your site engages users effectively.

Average Time on Page

The average time on page is the amount of time a user spends on a particular page. It may indicate how well that page holds the visitor’s attention.

Exit Rate

The exit rate is the percentage of visitors who leave your site after viewing a specific page. Tracking exit rates can help you identify pages on which users are most likely to leave.

How to Test Your Site

Once you’ve identified which metrics to track, you need to know how to test them. Here are some methods of site testing:

A/B Testing

A/B testing involves creating two versions of a specific element of your site, such as a CTA, and then comparing the results of each version. This method can help you determine which version of a page element performs better.

Heat Mapping

Heat mapping involves using software to track user behavior, such as where users click, scroll, or hover on a given page. By analyzing the heat map, you can identify which areas of your site receive the most user attention.

User Testing

User testing involves watching users interact with your site and taking note of their behavior. This method can provide valuable feedback on how easy or difficult it is for users to navigate your site.


In conclusion, site testing is essential to ensure your website is functioning effectively. By tracking metrics and analyzing data, you can identify issues and improve the user experience. Be sure to continuously monitor your site’s performance and make data-driven decisions to ensure your site remains competitive in the online marketplace.

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