As an auto repair shop owner, your  website is one of the most powerful tools you have for attracting and retaining customers. But simply having a  well-designed website isn’t enough—you need to track its performance to ensure it’s working effectively. By monitoring key metrics, you can make data-driven decisions to improve your online presence and grow your business.

1. Total Visits to Your Site
2. Most Viewed Pages
3. Number of Web Appointments
4. Number of Web Phone Calls
5. Revenue from Web Customers
6. Average Repair Order (ARO) from Web Customers
7. New Customers from Web
8. Conclusion

1. Total Visits to Your Site

The first metric to track is the total number of visits to your website. This gives you a high-level view of your site’s traffic and its ability to attract visitors. Monitoring this metric over time helps you identify trends, such as seasonal fluctuations or the impact of marketing campaigns.

How to improve it:

• Optimize your site for search engines (SEO) using keywords like “auto repair in [city]” and “oil change service.”
• Promote your site on social media platforms.
• Run targeted ad campaigns to drive traffic.

2. Most Viewed Pages

Understanding which pages of your website get the most views is essential for improving user experience and prioritizing content updates. Your homepage, service pages, and “Contact Us” page are typically among the top performers. If certain pages are consistently underperforming, it might indicate a need for better content or navigation.

How to improve it:

• Use clear and engaging headlines to grab attention.
• Make navigation intuitive so visitors can easily find what they’re looking for.
• Add compelling calls-to-action (CTAs) to encourage visitors to take the next step, like booking an appointment.

3. Number of Web Appointments

One of the most critical metrics for any auto repair website is the number of appointments booked online. This directly measures how well your website converts visitors into paying customers. Offering an easy-to-use appointment booking system can significantly improve this metric.

How to improve it:

• Ensure your booking system is simple and mobile-friendly.
• Highlight your online booking feature prominently on your homepage and service pages.
• Include trust signals, such as customer reviews or certifications, near the booking form.

4. Number of Web Phone Calls

Many customers prefer calling the shop after visiting your website. Tracking the number of calls made through your website provides insight into how effective your site is at driving inquiries. To track this metric, use a call tracking number specifically for your website.

How to improve it:

• Display your phone number prominently on every page of your site.
• Use click-to-call functionality for mobile users.
• Ensure your website content answers common questions to build trust and encourage calls.

5. Revenue from Web Customers

Your website should not just attract visitors but also drive revenue. By tracking the total revenue generated from customers who found your shop online, you can measure the financial impact of your digital presence.

How to improve it:

• Offer promotions or discounts exclusively for online bookings.
• Showcase high-value services prominently on your site.
• Ensure your website accurately reflects your services and offerings. 

6. Average Repair Order (ARO) from Web Customers

The Average Repair Order (ARO) value from web customers is a great indicator of the quality of leads your website generates. A higher ARO suggests your website is attracting customers who are more likely to invest in comprehensive services.

How to improve it:

• Educate customers with detailed service descriptions and value propositions.
• Use upselling techniques on your site, such as promoting service packages.
• Include customer testimonials to build trust and highlight the quality of your work.

7. New Customers from Web

Your website’s ability to attract new customers is vital for long-term growth. Tracking the number of first-time customers generated through your website helps you evaluate its effectiveness in reaching new audiences.

How to improve it:

• Optimize your site for local SEO to target customers in your area.
• Use paid advertising to reach potential new customers.
• Encourage existing customers to refer others by promoting referral incentives on your site.

Conclusion

Whether you're building a new auto repair website or optimizing an existing one, tracking these seven key metrics can offer valuable insights into your shop's online performance. Monitoring these metrics will empower you to make informed decisions and improve your digital strategy. With AutoVitals' website and digital marketing services and WebVitals analytics tool, you can easily track and analyze your website's performance to identify areas for improvement and drive results. Whether starting fresh or revamping your current site, AutoVitals provides the tools and expertise to help your auto repair shop succeed online.