You’ve got a website… but is it actually working for you?

Most small business owners know analytics are important, but aren’t always sure what to look at, what it means, or what to do with it.

In this post, we’ll walk through:

• The key website analytics you should be tracking

• What good performance looks like in your sector

• How Samai simplifies analytics with built-in stats and easy Google Analytics integration

By the end, you’ll know exactly which numbers matter, and how to use them to grow your business.

Why Website Analytics Matter

Website analytics help you:

• Understand where your visitors come from

• See what they do on your site

• Find out what’s working… and what’s not!

• Make smarter marketing decisions based on data… not hunches!

• Improve your site to get more leads or sales

And the best part? You don’t need to be a data expert. Just a handful of key metrics can give you the insights you need.

The 6 Most Important Metrics for Small Businesses

1. Visitors (Traffic)

How many people are coming to your site each day, week, or month? This shows your overall reach and how your marketing activities are performing.

2. Traffic Sources

Where are your visitors coming from?

• Google (organic search)

• Social media (organic posts)

• Paid ads (online)

• Paid marketing (offline)

• Referrals from other websites

• Referrals from partnerships and collaborations

Knowing this tells you where to focus your time, efforts and budget.

3. Bounce Rate

The % of people who visit one page and then leave.

A high bounce rate can mean:

• Your content doesn’t match what they expected

• The page is slow to load

• It’s hard to navigate on mobile

Aim to keep this number as low as possible. Below we’ve shared some industry benchmarks to help you understand how your performance measures up.

4. Average Time on Site

How long people spend on your website.

Longer visits usually mean visitors are finding your site valuable and a match for the information they need, or the problem/challenge they are trying to solve.

Short visits suggest they’re not finding what they need, or the pages are taking too long to load, or are hard to navigate. Take a look at the table below and compare your site with sector benchmarks. If you’re below par check out our other posts in the Website Optimisation category.

5. Conversion Rate

The % of visitors who take an action (sign up, book, buy, etc.)

This is arguably the most important number. If lots of people visit but no one converts, it’s time to start making alterations and measuring their impact.

Remember: Good marketing is a constant game of test and measure. It’s very rare to roll out a marketing strategy that hits every button for the first time. The overwhelming majority of marketing campaigns start off OK and become great over time following strategic developments.

6. Top Pages

Which pages are getting the most visits?

This helps you understand what people are most interested in, so you can double down on those topics or improve underperforming ones.

What “Good” Performance Looks Like: Benchmarks by Sector

Every industry is different, but here are some rough benchmarks you can use to measure yourself against competitors:

Remember, these are averages. Your goal should be to match or beat the norms in your sector.

How to Check These Numbers

You can use:

📊 Google Analytics – The industry standard. Free, detailed, but a bit technical.
https://analytics.google.com

📈 Simple Analytics – A free to paid option, but much easier to use.
https://simpleanalytics.com

But there’s an easier way…

How Samai Makes Analytics Simple

At Samai, we know most small business owners don’t want to spend hours buried in dashboards. That’s why we’ve built website and funnel analytics right into your account.

Here’s what you’ll see at a glance on your Samai dashboard:

• Total visits and unique visits (how many people came, and how many were new)

• Opt-in rate (how many people signed up for your lead magnet or newsletter)

• Appointment bookings (booking & show up rates)

• Sales conversion rate (the % of visitors who bought)

• Total sales by volume and revenue (so you know exactly what’s working)

Perfect for a quick overview of your website or sales funnel performance.

For deeper analysis, Samai also integrates seamlessly with Google Analytics. Connect your account once, and you’ll see a simplified Analytics report right inside your Samai dashboard… no need to log into Google separately.

Pro Tip:

Use Samai’s built-in stats for day-to-day checks, and dive into Google Analytics or Simple Analytics when you want a deeper view.

Final Takeaway

You don’t need to be glued to dashboards or track every metric. Just keep an eye on the key numbers:

• Traffic (visits & sources)

• Engagement (bounce rate & time on site)

• Conversions (opt-ins & sales)

…and use them to guide your website improvements. Small, informed changes can make a big impact on your growth.

Establish the benchmarks for your sector and keep an eye on these numbers, you’ll quickly spot what’s working and where you need to improve.

How Samai Helps

With Samai, all your important analytics are right where you need them - simple, clear, and actionable… no coding required.

Samai includes a powerful, easy-to-use analytics system that integrates directly with all your webpages.

...and you don’t have to figure it out alone.

We can help you build and implement anything inside the platform... even doing it for you!

✅ See your traffic, opt-in rate, sales conversions, and revenue at a glance
✅ Connect Google Analytics to view deeper insights in your dashboard
✅ Track performance of every funnel, landing page, and website
✅ Make data-led decisions without juggling multiple tools

Whether you’re selling products, offering services, or running a professional practice, Samai gives you the clarity you need to grow - without the overwhelm.

Want to see how we can help you grow your business, and get things done for you? Book a discovery call and let’s chat.