Our take on product and website metrics

Our take on product and website metrics

If you're struggling with keeping users around or turning them into happy customers, you've got the right e-book "in your hands." We'll break down the big ideas into easy-to-understand steps, showing you how top companies keep their visitors happy and turn them into loyal fans.

With down-to-earth advice and straightforward tips, we're here to guide you through boosting those numbers and making your users smile. Let's get started on making your website and product the best they can be!

The first chapter of our guide, "Product and Website Metrics Glow-up Guide” will unravel the metrics that truly matter.

We'll explore both website and product metrics, understanding their significance and how they can be leveraged for your business's growth.

Our approach is straightforward and personal - we want you to feel as if we're right there with you, guiding you through each metric.

The most important metrics based on our experience at Merge working with companies in various fields

Our experience at Merge, working with companies across various fields, has given us unique insights into which metrics can be game-changers.

Website Metrics

Session metrics

Sessions are the heartbeat of your website's traffic, representing individual visits. Understanding 'Pages per Session' and 'Average Session Duration' will give you a clear picture of how users engage with your website. It's not just about the numbers; it's about the story they tell about user interaction.

Engagement and behavior metrics

Here, we look at 'Engaged Sessions', 'Dwell Time', and 'Scroll Depth'. These metrics offer a window into how users connect with your content. It's crucial to comprehend why some sessions captivate users longer, translating to a deeper engagement.

Traffic sources

Knowing where your visitors come from – be it direct, organic search, or referrals – is like having a roadmap for your marketing strategies. Each source holds a clue on how to adapt your outreach and content.

Bounce Rate and Click-Through Rate (CTR)

Bounce rate indicates the percentage of visitors who leave the site without interacting, while CTR measures the effectiveness of calls-to-action. We like to use both to understand user behavior and the effectiveness of our content and marketing strategies.

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Product Metrics

Business metrics

These include 'Annual Recurring Revenue (ARR)', 'Customer Churn', 'Conversion Rates', 'Customer Acquisition Cost (CAC)', and 'Customer Lifetime Value (LTV)'. These metrics provide insight into your financial health and the customer acquisition efficiency of your business.

Product usage metrics

Metrics like 'Daily Active Users (DAU)', 'Monthly Active Users (MAU)', and 'Session Length' are used to gauge how customers interact with your product and its features.

Customer satisfaction metrics

Metrics such as 'Net Promoter Score (NPS)' and 'Customer Satisfaction Score (CSAT)' indicate customer loyalty and satisfaction. These are critical for understanding the customer's perspective and for driving improvements in product and service quality.

Conversion rate metrics

Metrics like 'Click-to-Purchase Rate' and 'Trial-to-Paid Conversion Rate' are vital for evaluating the effectiveness of the conversion funnel and the transition from browsing to purchasing.

Retention and churn metrics

'User Retention Rate' and 'Churn Rate' help in understanding customer loyalty and identifying areas for improvement in customer retention strategies.

Revenue metrics

Metrics such as 'Average Revenue per User (ARPU)' and 'Revenue Growth Rate' are used to assess the financial impact of a product and identify growth areas.

Which metrics do big companies focus on

Successful companies pay attention to metrics to enhance business performance, customer engagement, and user experience. Big players closely monitor a variety of product and website metrics. Let’s take a closer look at Slack’s approach, for example:


Slack monitors several critical metrics to assess its product's performance and user engagement. These metrics not only shed light on their product's current performance but also inform the ongoing enhancement and evolution of Slack's features and user experience. Some of Slack's key metrics include:

  • Daily Average Users (DAU) DAU is a measure of the volume of daily engagement and helps Slack understand the level of daily adoption of their product. The growth of Slack's DAUs, from under 1 million in 2014 to 10 million by 2019, is indicative of rapid adoption, especially among tech companies and startups.
  • Paying Customers This metric includes the number of organizations (like companies or non-profits) that are paying for Slack services. The growth in paid customers, particularly those paying over $100K annually, is a common SaaS metric that reflects both customer acquisition and revenue growth.
  • Net Dollar Retention Rate (NDRR) NDRR measures the success in increasing the monetary value of a specific cohort of users over time. It's a vital metric to gauge customer retention and how well Slack is managing to increase the value of retained customers.
  • Channel and Member Engagement On its analytics dashboard, Slack provides detailed metrics about channels and members in a workspace, especially on its paid plans. These metrics offer insights into how users interact with Slack, including data on messages, files, channels, and member activity.

Which of those metrics can be and were improved by website or product design

Among these metrics, DAU, paying customers, and channel/member engagement can be directly influenced by improvements in product or website design. For instance:

  • User interface improvements Enhancing the user interface can make Slack more intuitive and user-friendly, potentially increasing DAUs and channel/member engagement.
  • Feature enhancements By adding or refining features that meet user needs more effectively, Slack can increase the perceived value of its product, encouraging more organizations to become paying customers.
  • Streamlining onboarding process Improving the onboarding experience can help new users understand and utilize Slack more effectively, potentially leading to higher engagement and retention rates.

These design-driven improvements not only enhance user experience but also significantly influence crucial metrics, crucial for Slack's growth and market positioning.

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To sum it all up, improving design can significantly impact metrics. For Slack, enhancements in the user interface and onboarding process can boost DAUs and customer retention.

This chapter sets the stage for a deeper exploration into how design improvements and careful metric analysis can improve your product and website performance. Stay tuned as we delve into these aspects in the upcoming chapters.