- Web Analytics KPI
- In our web analytics, we apply Key Performance Indicators to analyze and measure the data, thus we find out the root of the problem and know how the improve the operation of the website.
- Commerce Sites:
- To be successful, e-commerce sites should be able to convert visitors into buyers and get them to come back for repeat purchases. For these reasons, e-commerce KPIs should be centered on online conversion and retention strategies. Some of the most popular KPIs within commerce sites include average selling price, visit value, new vs. repeat customer breakdown, average selling price by new vs. repeat customers, and conversion rates.
- Goal Performance
- • Average selling price (ASP)
• Average order size (AOS)
• # of Orders
• Site revenues
• Visit Value
• Conversion rates at each step, from Internet search through order commit
- Customer Performance
- • Elapsed time to place an order
• Return rate
• # of Calls to customer service because shipment is incomplete (in customer’s eyes)
• # of Site searches per item purchased
- Lead Generation Sites
- Just as many of the KPIs used by e-commerce sites are conversion-centric, so are the ones used for lead generation sites, where the goal is to generate online leads. Some of the most commonly used KPIs for lead generation sites include:
- Goal Performance
- • Number of Leads
• Conversion rate
• Cost per lead (CPL)
• Single access ratio
• Traffic concentration
- Customer Performance
- • Number of clicks to establish contact
• Elapsed time to understand the company and its services
• Confidence in the company
- Content/Media Sites:
- The Content or Media model revolves around serving content to site visitors. The nature of the content could vary anywhere from sports, news, lifestyles or other subjects. The revenue in this model is generated from advertising. The key performance indicators should therefore revolve around optimizing the traffic to the Web site. Some of the common KPIs used in this model are described below.
- Goal Performance
- • Depth of visit:
• Visits per day
• New visitor percentage
• Content depth
• Articles viewed per day
• % of Customers visiting weekly
- Customer Performance
- • # of Articles viewed per customer per month
• % of Site searches where no results were selected
• # of Site searches per article viewed
- Enterprise Support/Self-Service Sites:
- Enterprises today face the daunting challenge of simultaneously maximizing customer satisfaction and minimizing costs. The Web-based support/self-service model revolves around providing fast, accurate answers to end-users’ questions. The result is reduced support costs for the organization. Enterprises can achieve tremendous cost savings by deflecting phone traffic to the self-service channel. In this case, the optimization of the self-service Web site should revolve around serving the appropriate content to help deflect support calls. A number of KPIs can be used to help managers better understand the effectiveness of their support/self-service site.
- Goal Performance
- • Satisfaction index
• Repeat visitor percentage
• Content depth
• # of Questions answered (or problems resolved)
• # of Views of “contact us” information (if not provided on every page)
• # of Cases where customer first attempted resolution online
• # of Cases brought to contact center that could have been resolved online
- Customer Performance
- • # of Site searches per document opened
• % of Resolutions during first contact
• % of Customer feedback polls indicating success
