What Are the KPIs That Make a Successful Website?

At Morweb, our extensive experience working with nonprofits, associations, and mission-driven organizations has shown that a well-designed website is more than just a digital presence—it is a powerful tool to drive engagement, increase conversions, and achieve organizational goals. But how do you measure the success of a website? Based on Morweb's data and insights, Key Performance Indicators (KPIs) provide valuable benchmarks for performance, allowing organizations to optimize and grow effectively. Below are the essential KPIs that define a successful website.

Donation KPIs

Fundraising is a critical goal for nonprofits, and Morweb's platform is designed to maximize donor engagement. Our experience shows that tracking donation metrics helps measure how effectively a website converts visitors into donors.

• Total Donations Received – The total amount of funds collected via online donations.
• Donation Conversion Rate – The percentage of visitors who complete a donation after landing on the donation page.
• Average Donation Amount – The mean value of donations, helping understand donor generosity.
• Recurring Donations – The number of repeat donors contributing on a scheduled basis.
• Donation Abandonment Rate – The percentage of users who start the donation process but do not complete it.

For strategies to enhance online donations, consider reading 10 Nonprofit Web Design Best Practices To Maximize Support.

Site Engagement KPIs

Morweb's research indicates that engagement metrics reflect how well a website retains visitors and encourages interaction. The following metrics are crucial for understanding user behavior:

• Time on Site – The average time a user spends on the website.
• Pages per Visit – The average number of pages viewed in a single session.
• Pages per Session – How many pages a user visits before leaving.
• Return Visitor Rate – The percentage of visitors returning to the site.
• Bounce Rate – The percentage of users who leave after viewing just one page.
• Mobile vs. Desktop Metrics – A breakdown of engagement by device type.
• User Engagement Metrics:
  • Blog views
  • Resource views/downloads
  • Video views
  • Event signups
  • Newsletter signups
  • Other form signups

To improve user engagement, check out our article on Member Engagement: The Actionable Guide to Boost Retention.

SEO KPIs

Morweb's SEO strategies are designed to drive organic traffic and increase visibility. Our data shows that tracking these KPIs is essential for online success:

• Percentage of Organic Traffic – The proportion of traffic coming from search engines.
• Organic Traffic Growth Rate – The rate of increase in organic visitors over time.
• Number of Backlinks – The quantity of external websites linking to the website.
• Keyword Rankings & Traffic Volume – Performance of targeted keywords and how much traffic they drive.
• Top Visited Pages, Resources, or Blogs – Identifying which content attracts the most visitors.

For tips on improving your website's search engine ranking, check out 6 Simplest SEO Tips to Make Your Website Rank Higher.

Site Performance KPIs

Technical performance influences user experience and SEO rankings. Based on Morweb's best practices, these KPIs are critical for measuring site efficiency:

• Page Load Time on Mobile and Desktop – Faster load times improve engagement and conversions.
• Accessibility Score – Ensuring the website is user-friendly for all visitors, including those with disabilities.
• Domain Authority Score – A measure of a website’s credibility and ranking potential in search engines.

To understand best practices in website design that enhance performance, visit 10 Nonprofit Web Design Best Practices To Maximize Support.

How to Track KPIs Effectively

Tracking these KPIs requires the right tools and a structured approach. Morweb recommends the following best practices for monitoring website performance:

1. Use Google Analytics

Google Analytics provides detailed insights into traffic, engagement, and conversions. Key reports include:

• Acquisition Report – Tracks organic traffic, referral sources, and social media impact.
• Behavior Report – Measures page views, time on site, and bounce rates.
• Conversion Tracking – Helps monitor goal completions such as donations and signups.

2. Monitor SEO Performance with Google Search Console

Google Search Console allows organizations to track keyword rankings, backlinks, and website indexing issues.

3. Utilize Heatmaps and User Behavior Tools

Platforms like Hotjar and Crazy Egg provide heatmaps and session recordings to understand how visitors interact with the website.

4. Track Donation Performance with CRM and Payment Tools

Nonprofits using Morweb can integrate with fundraising CRMs such as Donorbox or Classy to measure donation KPIs effectively.

5. Assess Site Performance with PageSpeed Insights

Google PageSpeed Insights provides reports on load times and accessibility improvements.

6. Use Email and Form Tracking Tools

Platforms like Mailchimp or HubSpot allow tracking of email signups, engagement, and conversions.

What Does Success Look Like After Redesigning with Morweb CMS?

Morweb's data-driven approach ensures measurable improvements for nonprofits and associations. After redesigning with Morweb CMS, organizations can expect:

• Increase website traffic by 10-30% over six months
• Increase organic SEO growth by 15-40% over 6-12 months
• Increase donation conversion rate by 25-50%
• Increase recurring donations by 10-30%
• Increase email signups by 20-40%
• Increase event signups by 15-30%
• Increase mobile traffic by 15-30%
• Decrease mobile traffic bounce rates by 10-25%

Examples of Success

Morweb’s expertise in website optimization has led to substantial growth for organizations:

Nonprofit A: Saw a 35% increase in online donations and a 20% decrease in bounce rate after streamlining their donation forms and improving site navigation.

Nonprofit B: Experienced a 40% increase in email signups within six months by incorporating engaging CTAs and a compelling email offer.

Nonprofit C: Achieved a 50% improvement in mobile traffic and a 25% increase in volunteer signups after optimizing their website for mobile devices.

Nonprofit D: Achieved a 60% increase in resource library views and downloads by implementing a well-structured, searchable content hub with improved filtering options.

Nonprofit E: Boosted event registrations by 35% by enhancing the user experience with a seamless, mobile-friendly registration process and targeted email reminders.

Final Thoughts

Morweb’s experience and data-backed strategies show that tracking KPIs allows organizations to measure their website’s effectiveness and make data-driven improvements. By leveraging the right tools and insights, organizations can achieve measurable growth, optimize user engagement, and create a seamless online experience that drives results.

Let Morweb Help You Track and Optimize Your KPIs

Let Morweb help you define and set up the proper structure to track the KPIs that make the most sense for your organization. Our expert team will ensure you have the right tools, strategies, and insights to maximize your website’s success. Request a Demo today to get started!