Normally, the web analytics knowledge base mainly concentrates in the KPIs.
(Key Performance indicators) for e-commerce sites. It is mainly concerned with the orders, conversion rates, transactions and revenue of e-commerce sites. Non e-commerce sites are generally outlooked in the more prominent world of e-commerce websites. For all the non e-commerce website owners, here are some KPIs that are concerned with non e-commerce websites.
Before going into detail, let us consider the definition of non e-commerce websites. They are either lead generation sites or pure content sites, where visitors come for the sake of consuming content and they leave without any business transactions. It can be a technical support site, a blog, a site full of white papers, a social networking site or a brand website.
Here there is a pack of contents and still there is no online outcome, which the e-commerce sites are looking for. Now, let us have a look into the major KPIs that satisfies the executive managers of non e-commerce website.
It is defined as the frequency of visits on your website for a specific time period. You will get the data for the average visits per visitor. For increasing the visitor loyalty for your site, set a target of a particular number of visitors that you should achieve over a specific time period and analyze the trends of your progress towards the goal set by you.
Compare your performance over period and ensure that you are making progress in achieving the predefined percentage of web traffic. It will help you know about the characteristics of your visitors. You should update your website frequently depending upon web analytics for increased web traffic.
It is the number of repeated visits on your website. It is up to you to decide your goals regarding the recency of visitors. The greater the recency of visits, the better for your site.
If you have set the target of the recency of visits KPIs to be one day ago, it means that you want visitors to visit your site every day to enjoy the so-called valuable content on your site.
It is the normal set target for a news site or a job site. Here you will become more advantageous of the repeat visits. This will help you to know whether your site is performing well or not. If your web analytics data shows that your 67% of audience consist of new visits, then it is time to improvise upon you site content, merchandising and design. If you create incentives for repeated visitors, then sure you can enjoy success and measure your success through web analytics.
Length of visit:
It refers to the quality of visits during a reporting period depending upon how long each visit lasts. It is the most common and the most prominent KPIs used in non e-commerce sites. If by analyzing your web analytics report, you get a clear picture of the distribution of this KPI, then it is easier to proceed further.
Suppose your site could increase this KPI if you make them stay on your website for one minute long, then take measures to convert more visits into a successful one by engaging your customers.
Give importance to the visitor satisfaction and they will definitely stay with you for a long period and even until eternity. Identify your own goals and measure this KPI for success.
Depth of visit:
It is mainly concerned with the number of pages consumed by your visitor in the reporting time period. It is important to note that most of the websites are now web pages and not a single page. It is more powerful than the average page views per visitor. It helps us to have a broad picture of our customer experience. Here also it helps to improve our goals and measure success.
Conversions (Site Registrations, Viewed Contact Us, Survey Participation, etc.):
Conversions may not ring the bell for those who are running non e-commerce sites, but you may have registrations page for users to receive newsletters, contact forms to contact the owner of the site, or surveys to ask your users important questions that matter to you.
These valuable actions that you may want your users to take are conversions, and it is highly recommended to tweak your analytics tools to measure these conversions and monitor its drop offs through funnels.
Thus, these are the important KPIs to be noted in a non e-commerce site. If you give importance to them then you could not only dream success but also experience it. Here are a few recommendations for the actions taken according to your web analytics data obtained
- Positively work with your goals measured against this KPIs.
- Segment the data. It will give you the key insights of how to drive the web traffic on your site. Find out the key words that drive the valuable segment of traffic to your website. Find out the most important acquisition sources for visitor loyalty and length of visit. Analyze the nature of content people with long visits consume. By this type of segmentation, you can reach your destination i.e. the measures for improvement.
All these valuable KPIs will definitely help you to increase the quality of traffic in your site and make it a better performing site with increased number of visitors who are loyal to you.