How to know if your website is efficient and effective?
By setting up " KPI ". From the English "Key Performance Indicator", KPIs are indicators whose purpose is to measure the effectiveness of a device or an action.
KPI's have proven to be formidable tools in decision making and in particular in web marketing for showcase websites.
A showcase website is an informative website, presenting the activity of a company. It is the virtual equivalent of a store window. The goal of the showcase website is to transform the maximum number of visitors into customers. A showcase website can be built quickly with a CMS.
The showcase website has a significant advantage over a traditional storefront: it can record a huge amount of information on visitors through tools like Google Analytics.
This tool allows for example to know the interests of the users, the device they use to visit the website or their behavior on the different pages of the website.
Google Analytics directly calculates hundreds of KPIs based on the collected data and helps to improve the efficiency of the website.
Grouping of interactions that a user will have with the website during a defined period of time. A session can contain several page views, interactions, transactions on the website. Thus, the total number of sessions between two dates represents the total number of visits the website will have received during this period. The higher the number of sessions, the more accurate the KPIs will be since they are calculated from a larger amount of data. There are several ways to increase the number of sessions such as SEO optimization and advertising.
Number of known users revisiting the website. The higher this number is, the more interest the website generates.
Time spent by the user on the website, in other words, the duration of a session. On Google Analytics, this value is set by default to 30 min. This data allows to distinguish and count the sessions.
Or the action of scrolling the page with the mouse wheel: with custom developments, it is possible to observe the different "scrolls" performed by users.
The user " scrolls " up or down, he interacts more or less with the showcase website depending on the number of scrolls.
The user "scrolls" to the bottom of the page, to the footer. A scroll footer can mean that the user, having reached the end of the page, is interested in the website and is wondering about the next steps.
A block is a part of a website. It is possible to track the interactions of users with the different blocks that make up the showcase website with custom developments. These KPIs allow to know where a user has been lost and then improve the block.
When a block of the showcase website appears on the user's browser and then disappears after a certain period of time, this allows to know if the user has started to view a block of the showcase website and has actually seen it.
The user clicks on a button that has been previously identified as an element of the path of actions to be taken towards the expected goal (for example, the validation of a shopping cart). This means that the user is won over and decides to continue to the next step.
The user clicks on an element of the website, such as an FAQ, to ask a question. This is an interaction that shows the user's interest.
The first step is to apply a series of filters on the data to maximize the accuracy of the KPIs.
If we decide to filter the data over a period of one month, for users visiting the website from a computer, from 8 a.m. to 6 p.m., Monday to Friday, and the tool, for example Google Analytics, returns the following data for the KPIs:
|Number of sessions||Number of active sessions||Average session length||First scroll||Scroll up|
|Scroll down||Footer Scroll||Disappearing block||Appearance block||Click CTA||Clic element|
Then, example calculations of the final KPI of the showcase website would be:
KPI interaction = sum of interactions
User KPI = (session + active session) * average session duration
Final KPI = KPI interaction/KPI user
You want to measure the KPI of your website? Here is a summary of the steps to follow:
You now have in hand effective methods to have an efficient virtual storefront.
Combined with good products, the results will be felt very quickly!
Find all our articles on the development of a showcase website
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