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Key Performance Indicators

FutureNow Post
Monday, Sep. 1, 2008 at 10:16 am

Top 10 Online Retailers by Conversion Rate: July 2008

September 1st, 2008

Here are the top 10 converting websites for July 2008*. These are based on Nielson Panel data and are calculated by toolbar user to final conversion.

1. Office Depot 26.90% 2. 20.90% 3. 20.30% 4. J. Jill 19.4% 5. ProFlowers 19.30% 6. QVC 18.20% 7. LL Bean 15.9% 8. Children’s Place 15.2% 9. 14.9% 10. Zales 14.6%

*Source: Nielsen Online / Marketing Charts

New comers to the list include: J.Jill, Children’s Place, and Zales. Regulars to the list hat dropped off in July include: Lane Bryant Catalog, Eddie Bauer, VistaPrint…

...continue to read "Top 10 Online Retailers by Conversion Rate: July 2008"

FutureNow Post
Tuesday, Jul. 29, 2008 at 5:29 am

Beyond the Dashboard: 5 Tips for Data Diving in Google Analytics

July 29th, 2008

Google Analytics Dashboard exampleI used to run websites for a living.

I was responsible for the performance of those sites, and I was the de facto “web analytics guy” within my company.  But I wasn’t a full-time Web Analyst, and I had lots of other strategic and operational things to do.

Sound familiar?

When I did look at my web analytics, I often skimmed the information contained in my default “dashboard,” and rarely dove into the real data unless someone came to me with a…

...continue to read "Beyond the Dashboard: 5 Tips for Data Diving in Google Analytics"

FutureNow Post
Monday, Jun. 9, 2008 at 2:42 pm

The Impact of Site Outages

June 9th, 2008

website outageLast week, the online world was jolted with something we all thought was impossible: went down.

Outages happen all the time, but there is a scale at which this becomes amazingly rare and the amount of time of the outage was surprising. 30 minutes to two hours doesn’t sound like a lot of time, but when you consider the scale of a business like, it has massive impact to the sales of the company. Advertising Age estimated that Amazon…

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FutureNow Article
Wednesday, Apr. 30, 2008

Are Your Analytics Reports Breaking News or Listing Facts?

April 30th, 2008

web analytics reportI have a friend who works in the online marketing department for a multi-million-dollar clothing retailer in Canada. Because they’re still stuck in the dark ages and don’t yet have an online store, the company’s web marketing team consists of four people.

A week ago, my friend called me to ask, “What’s the industry average time spent on a site?” Her boss asked her to find out because she was doing a presentation to the marketing team and would be attempting…

...continue to read "Are Your Analytics Reports Breaking News or Listing Facts?"

FutureNow Article
Wednesday, Nov. 14, 2007

Measuring Visitor Engagement: Tools + Tips

November 14th, 2007

The other kind of engagementEngagement” in the web analytics world is about as emotionally-charged a word as it might be with someone you’ve been dating for a week. At best, it’s a conversation-killer. At worst, it’s a nuclear warhead. Marketing and analytics experts have a hard enough time agreeing on what exactly engagement is, let alone finding the metric(s) to illustrate it.

But this confusion among smart people makes sense when you think about it. When was the last time you had a face-to-face conversation with…

...continue to read "Measuring Visitor Engagement: Tools + Tips"

FutureNow Article
Thursday, Nov. 1, 2007

Unlocking Key Performance Indicators: Conversion Rate

November 1st, 2007

After hitting on Take Rate, Bounce Rate, and Order Acquisition Ratio, it’s time to turn our attention to a metric near and dear to our hearts here at Future Now: Conversion Rate.

The Conversion Rate (CR) tracks how well your website is achieving its main objective. This goal will vary depending on the type of site. An e-commerce site’s main objective, of course, is to get people to buy product. Here’s how a commerce site would calculate conversion:

CR = Number of Sales…

...continue to read "Unlocking Key Performance Indicators: Conversion Rate"

FutureNow Article
Tuesday, Oct. 30, 2007

Unlocking Key Performance Indicators: Order Acquisition Ratio

October 30th, 2007

And a side of revenue, please...Now that we’ve taken a look at Take Rate and Bounce Rate, it’s time to look at another very important metric: Order Acquisition Ratio. Simply put, this performance indicator is used to measure the effectiveness of your marketing.You’ll need three numbers to calculate your order acquisition ratio:

1.) Visits to your site

2.) Number of orders placed

3.) Total marketing expenditures (which can include fixed costs associated with maintaining the site, but let’s focus primarily on marketing expenses)*

With these variables in mind, we will…

...continue to read "Unlocking Key Performance Indicators: Order Acquisition Ratio"

FutureNow Post
Thursday, Oct. 25, 2007 at 10:17 am

Unlocking Key Performance Indicators: Bounce Rate

October 25th, 2007

less bounce to the ounceFor the second installment in this series, we’ll cover bounce rate (aka “reject rate”). Simply put, bounce rate measures the amount of visitors that are landing on your site and immediately bouncing off of it.

To qualify as a bounce, analytics tools will typically take all visitors who only see one page and leave. Time may also be used to qualify a bounce (e.g., any visit under 10 seconds as a bounce).*

To calculate bounce rate, take the number of bounces and…

...continue to read "Unlocking Key Performance Indicators: Bounce Rate"

FutureNow Article
Wednesday, Oct. 24, 2007

Unlocking Key Performance Indicators: “Take Rate”

October 24th, 2007

[This series will take an in-depth look at important web metrics, one-by-one. Enjoy!]

every conversion countsKey Performance Indicators or KPI’s (define) are the critical Web metrics you should be monitoring to evaluate the effectiveness of your site. Key performance indicators may differ depending on the business topology (ecommerce/retail, lead generation, content or self-service/support), but understanding them broadly is critical to any organization’s online success.

In this first installment of Unlocking KPI‘s, we’ll discuss the “take rate”; the amount of people taking you up…

...continue to read "Unlocking Key Performance Indicators: “Take Rate”"

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