Key Performance Indicators (KPI's) and Web Metrics
Which KPI's you use to measure your website's performance is dependant on your website type. Typical KPI's include:
KPI's For Marketing Sites
- lead generation conversion rate
- average cost per conversion (lead)
- average revenue per visit
- average visits per visitor
- % high, medium, low time spent visits
- % high, medium, low recency visitors
- ratio of new to returning visitors
- % visitors in specific content segment
- landing page stickiness
- average searches per visit
- lead generation per campaign
KPI's For Online Retailers
- order conversion rate
- average order value
- average revenue per visit
- average cost per conversion
- ratio of new to returning visitors
- new visitor conversion rate
- returning visitor conversion rate
- % of revenue from new
- % of revenue from returning
- homepage and key landing page stickiness
- % low recency visitors
- cart and checkout completion rate
- order conversion rate per campaign
KPIs for Content Sites
- average page views per visit
- average cost per visit
- average revenue per visit
- % high, medium, low frequency visitors
- average visits per visitor
- ratio of new to returning visitors
- % high, medium, low time spent visits
- % visitors using search
- % high, medium, low click depth visits
- landing page stickiness
- subscription conversion rate
Contact us now if you would like assistance in selecting appropriate KPI's for your website.
The above KPI suggestions are taken from Eric T Peterson's excellent book The Big Book of Key Performance Indicators.