The KPIs of a showcase website

A functional website in 2022 is no longer enough. In a web more and more enlarged, the challenge is now to make its website as effective as possible in attracting Internet users.

Alexis Le BaronAlexis Le Baron

Alexis Le Baron

Developer at Snoweb
Published on 23 June 2021 (Updated on 25 February 2022)

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.

1. The showcase website

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.

Here are the different tools that Google provides to see the performance of your website.

kpi showcase site

2. The KPIs of a showcase website

The sessions

Number of sessions (available on Google Analytics)

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.

Nombre de sessions actives (disponible sur Google Analytics)

Number of known users revisiting the website. The higher this number is, the more interest the website generates.

Session duration (available on Google Analytics)

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.

"Scroll" interaction

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.

First « scroll »

The user " scrolls " up or down, he interacts more or less with the showcase website depending on the number of scrolls.

Footer « scroll »

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.

Block interactions

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.

Appearance/disappearance of 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.

Interaction clicks

Clicks on the "Call To Action

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.

Clicks on an element of the showcase website

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.

kpi showcase website click

3. Case study: KPI measurement of a showcase website

1. Filtering KPIs

The first step is to apply a series of filters on the data to maximize the accuracy of the KPIs.

  • Elimination of data from bots or lost users
  • Definition of important parameters according to the activity and the target (B2B or B2C)
  • Study period based on website traffic and targets
  • Devices used: smartphones or computers

2. Apply your formula

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 sessionsNumber of active sessionsAverage session lengthFirst scrollScroll up
5000050005 minutes4400085000
Scroll downFooter ScrollDisappearing blockAppearance blockClick CTAClic 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:

  1. Filter your data
  2. Define your KPIs to measure and a final KPI for the efficiency of your website
  3. Identify the KPIs present by default in your tool and those requiring custom development
  4. Calculate your final KPI
  5. Define the improvements to implement.

You now have in hand effective methods to have an efficient virtual storefront.

Combined with good products, the results will be felt very quickly!

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