Question

Topic: Research/Metrics

Internet Marketing Metrics

Posted by Anonymous on 1/20/2004 at 6:57 AM ET 125 Points
We all know that the internet changes the effectiveness of Marketing since we're able to measure all things. from site visits, user behaviour, e-mail marketing traffic & behaviour...

But there's too much data out there to manage and use for the real conversion data. What will add to the customers conversion and bring profit bootomline.

What metrics are a MUST in order to gain critical managent information?

1. referrer data for the website
2. number of unique visitors
3. numer of visitor sessions
4. conversion data on actions (brochure requests, product sales...)
5...

And what metrics are a WISH in order to get relevant information to judge effectiveness of certain elements in the online marketing mix...?
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RESPONSES

  • Posted by Blaine Wilkerson on 1/20/2004 at 8:08 AM Accepted
    Well, for #5, I would have to say "conversion data on INACTION!!!"

    The others on your list mention vistors, sessions, referrals ,and sales....but what about all those visitors and unique sessions that "dead-end"?

    One of the most important things I look at for my web metrics is how many unique visitors dropped off and on what page.

    For example, one of my clients was having problems with web sales. He asked me to help figure out what he was doing wrong. He had tons of visitors but few bites. We looked into his web stats and found that over 80% of visitors left the site at the pricing page. He adjusted his pricing and sales went up!

    It''s great to know how many people have been to your site, and how many made an "action". But chances are the number of inactive visitors is much greater. You need to know why.

    Another aspect that ties into inaction is who these visitors are and where they came from (referral). This could help tell you what demographic and/or referral service (search engine, banner and link exchanges, paper ads, etc.) needs to be modified or rather, catered to in order to turn them from browsers to buyers.

    Hope that helps!

    Good Luck!

  • Posted by ReadCopy on 1/20/2004 at 12:07 PM Member
    I always have a different view on Internet metrics. I always imagine that the click empire is no different from a bricks store.

    Whats important is:

    1. The number of people that know where your store is
    2. How many people can be tempted to shop at your store.
    3. The ease of shopping in your store
    4. The retention of these shoppers
    5. Make the whole experience profitable for you

    I guess in a click world this would equate to:

    "Reach" as a metric is incredibly important today ... how many referers can you get to link to your site or product.

    "Aquire" ensuring that there is a good offer to bring people to the site and try it (how many visitors unique)

    "Abandonment" ensuring that visitors do not abandon your site shortly after entering or after placing a few items in their basket because the site is slow, difficult to navigate or they cannot get what was promised (abandonment rate)

    "Retention", amke sure they come back (how many repeat visits)

    "Profitability", simply ensure you make a profit and the profitability of goods and transactions (customers) can be monitored.

    I hope that this helps
  • Posted by Jim Sterne on 1/20/2004 at 12:19 PM Member
    Hi Pardo -

    This is where I get to prove that I''m a consultant. The answer is: It Depends.

    Clients come to me asking, "How do we make our website better?" My response is always, "Better at what?"

    Clients come to me asking, "What should we measure on our website?" My response is, "What are you trying to accomplish?"

    The problem we face with web analytics is that there is simply too much data. Do not try to sift through reports to glean something of value - instead, you have to ask specific questions.

    You started this thread asking about conversion - so that assumes your acquisition numbers are off the table - very good. But there''s still a huge amount still on the table:

    The offer that got them to the site
    The landing page
    Look and feel of the site
    Navigation
    Content style
    Completeness of information you offer
    Offering too much information
    Product description
    Pricing
    Etc., etc., etc.

    So you''re going to have to interview some visitors in order to find out where it hurts, and where you should be spending your time.

    Oh - and good luck ;-)



  • Posted on 1/20/2004 at 4:34 PM Member
    The key metrics for true transaction sale success on your web site are:

    CCR - Customer Conversion Ratio Per Day (Unique Visitors Divided By Individual Sales Transactions that Day)
    Number of unique Visitors
    Average time on the Web Site By Unique Visitors
    % of Returning Visitors
    Shopping Cart Abandonment Rate
    Return Rate
    Average Sale Value One Time
    Average Clinet Value One Year
    Average Client Value 3 Year (lifetime)
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