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Ecommerce Forum

Key Performance Indicators for Site Traffic

Msg#: 3955800 posted 2:41 pm on Jul 20, 2009 (gmt 0)

The phrase, "what you can't measure, you can't control" is very important to remember when creating an SEM campaign during the holidays. SEM driven customer acquisition performance can be measured in multiple ways, but in order to do so in a holisitc manner, retailers need a portfolio of key performance indicators, or KPI's. KPI's can be financial or nonfinancial and they will help you determine how successful certain campaigns are and can also help you reach long-term company goals. One question you may ask, however, is "how do I determine what my KPI's will be?"

The following checklist of sample KPI's are ones I think are important to measure, but note that it is not an exhaustive list:

-Profit per click
-Revenue per new customer (through SEM)/ Revenue per customer (overall)
-Average order value per new customer
-Cost per conversion (search)/ cost per conversion (all channels)
-Percentage of (converting keywords/all keywords)

What is your opinion of KPI's that are important to measure and how often you should keep track of them?



WebmasterWorld Senior Member vincevincevince us a WebmasterWorld Top Contributor of All Time 10+ Year Member

Msg#: 3955800 posted 6:36 am on Jul 21, 2009 (gmt 0)

There are some even more fundamental measures you have forgotten:

- Landing page bounce rate
- % uptime of landing server
- Response time (server / network link speed)

And some more advanced ones:
- Recurring customer fraction
- Delayed lead conversion rate
- Lifetime profit per customer


5+ Year Member

Msg#: 3955800 posted 6:07 pm on Aug 6, 2009 (gmt 0)

It depends what segment and market your offering to.

Some of the KPI's that I look at are:
-Cost Per Product View
-Carts to Product View
-Click to Product View

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