Website analysis commonly used indicators

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Recently began to learn web analytics, while learning to write down the important content, also counted as their own review. The website analysis uses the indicator may have various, according to the website Target and the website customer's difference, may have many different indicators to measure. Commonly used web site analysis indicators have content indicators and business indicators, content indicators refers to the measurement of visitor activity indicators, business indicators is to measure the conversion of visitors to commercial profits indicators.

The content index of website analysis

Conversion rate Take Rates (conversions Rates)
Calculation formula: Conversion rate = The amount of traffic/total traffic for the corresponding action
Index meaning: Measure the content of the website to the visitor's attraction degree and the website propaganda effect
Indicator usage: When you test news subscriptions, download links, or registered members in different places, you can use the names of different links, the way you subscribe, the placement of ads, paid search links, paid ads (PPC), and so on, and see how that can keep conversion rates on the rise? How do you enhance the relevance of visitors and Web content? If this value rises, the correlation is enhanced, and conversely, it is weakened.

Return rate Repeat Visitor Share
Calculation formula: Return rate = number of visitors/independent visitor
Metric sense: Measure the attraction of the site content to the visitor and the usability of the website, whether your website has interesting content to let the visitor return to your website again.
Indicator usage: This metric may vary significantly based on the length of the visit and the time period when the report is generated. The vast majority of sites want visitors to return, so all hope that the value is increasing, if this value is declining, indicating the content of the site or product quality has not been strengthened. It is important to note that once you have selected a time and a period, you should use the same parameters to produce your report, otherwise you will lose the meaning of comparison.

Active visitor ratio Heavy User Share
Calculated formula: Active user ratio = access to more than 11 pages of user/total number of visits
Metric sense: Measure how many visitors are interested in the content of the site
Indicator usage: If your site is aimed at the right target audience and the site is easy to use, you can see that the indicator should be constantly rising. If your site is content-oriented, you can differentiate between active visitors for different categories of content, and of course you can define more than 20 pages to be positive visitors.

Loyal Visitor ratio committed Visitor Share
Calculation formula: Number of users with access time above 19 minutes/total Users
Indicator meaning: The same as the previous indicator, just use the time to replace the number of pages, depending on the site's goals, you can use one or two of the combined use.
Indicator Usage: Visitor length This indicator is very controversial, this indicator should be combined with other indicators, such as conversion rate, but overall, longer access time means that users like to stay on your site, the high rate of loyalty of course is better. Similarly, the length of the visit can be set according to different needs.

Loyal Visitor index committed Visitor index
Calculated formula: Loyal Visitor index = number of visitors greater than 19 minutes per visit/greater than 19 minutes
Indicator meaning: Refers to the average number of visits per long time visitors, this is an important indicator, it combines the number of pages and time.
Indicator usage: If the index is low, that means there is a longer access time but a lower access page (maybe the visitor just leaves for dinner). Usually want to see this index has a higher value, if you modify the site, add the site's features and information, to attract more loyal visitors to stay on the site and browse content, the index will rise.

Loyal Visitor volume committed Visitor Volume
Calculated formula: Loyal visitors = more than 19 minutes of access Pages/total number of visits
Indicator meaning: The number of pages visited by a long time visitor is the amount of all access pages
Indicator usage: For an ad-driven Web site, this metric is particularly noteworthy because it represents the overall quality of page access. If you have 10000 pages and only 1% of your loyal visitors, that means you may be attracting the wrong visitors, who have no value, and they just take a look at your page and leave. This is a misunderstanding of the words you should consider advertising.

Visitor participation Indices Visitor Indicators Index
Calculation formula: Visitor Participation index = total number of visits/independent visitors
Indicator meaning: This metric is the average session for each visitor, representing the trend of multiple visits by some visitors.
Indicator usage: Unlike the rate of return visits, this indicator represents the intensity of a return visit, if there is a very correct target audience constantly return to the site, the index will be much higher than 1, if there is no return, the index will be close to 1, meaning that each visitor has a new session. The index depends on the site's goals, and most content-and commercial-oriented sites want each visitor to have multiple sessions per week/month (session), and customer service, especially in pages or websites such as complaints, would like the index to be as close to 1 as possible.

Rebound rate (all pages) Reject rate/bounce Rate
Calculation formula: Rebound rate (all pages) = Single page access/total number of visits
Indicator meaning: Represents the ratio of the only page a visitor sees
Indicator meaning: This metric is very important for the highest entry page, because traffic is generated from these pages, especially when you are adjusting the navigation or layout design of your site. And you want the ratio to keep falling.

Rebound Rate (home) Reject rate/bounce Rate
Calculation formula: Rebound Rate (home) = access to only the first page/all access from the first page
Indicator Meaning: This indicator represents all visitors from the beginning of the homepage only to see the ratio of visitors to the homepage
Indicator meaning: This metric is the most important of all content-oriented metrics, usually we think the home page is the highest entry (of course, if your site has other higher entry pages, then you should also add it to the tracking target). On any Web site, we can imagine that if the visitor to the home page or the most common entry is a swept through the Web site in a certain aspect of the problem. If the target market is correct, the description is that visitors can not find what he wants, or the design of the Web page has problems (including page layout, speed, linked text, etc.); If the site design is feasible and easy to use, the content of the site can easily be found, then the problem may be the quality of visitors, That is the market problem.

Browse user ratios scanning Visitor Share
Calculation formula: Browse User ratio = number of visitors with less than 1 minutes/total number of visits
Indicator Meaning: This index measures the degree of attraction of the Web page to some extent.
Index usage: Most sites want visitors to stay longer than a minute, if the value of this indicator is too high, then should consider whether the content of the Web page is too simple, the site's navigation menu needs improvement.

Browse User index Scanning Visitor index
Calculated formula: Browse User index = number of visitors with less than 1 minutes/less than 1 minutes
Metric sense: Average number of pages visited per visitor in a minute
Index usage: This index is also close to 1, indicating that the less interested visitors to the site, they just glanced at the left. This may be the problem of navigation, if you have a significant improvement in the navigation system, you should be able to see that the index is rising, if the index or decline, should be the site's target market and the use of functional problems, should start to solve.

By combining the browsing user ratio with the browsing user index, you can see whether the user is browsing for useful information or getting bored and leaving.

Browse User Scanning Visitor Volume
Calculated formula: Browse user = Less than 1 minutes of browse Pages/all page views
Metric sense: The ratio of the number of access pages completed in a minute
Index usage: According to the goal of the site, the level of this indicator has different requirements, most of the site hope that this indicator down. If it's an ad-driven website, this indicator is too high for long-term goals, because it means that although you attract a lot of visitors through the ads, resulting in a high number of pages, but the quality of visitors is not high, the benefits will be affected.

Second, the Web site analysis of business indicators

Average Order Amount (AOA)
Calculation formula: Average Order Amount = Total sales/Total order number
Indicator meaning: Used to measure the quality of website sales
Indicator usage: It is important to convert a site visitor to a buyer, but it is also important to motivate buyers to buy more products on each visit. Tracking this indicator will lead to better ways to improve it.

Conversion rate Conversion Rate (CR)
Calculation formula: Conversion rate = Total order number/Total traffic
Indicator meaning: This is a relatively important indicator, measuring the site's sales to each visitor
Indicator usage: You can see from this indicator that even minor changes can make a huge difference to the revenue of the site. If you can also distinguish between new and old visitors to the order, then you can refine this indicator, the new and old customers to separate statistics.

Sales per visitor/Visit (SPV)
Calculation formula: Per-Visitor sales = Total sales/Total number of visits
Indicator meaning: This indicator is also used to measure the market efficiency of the site
Index usage: This index and conversion rate is similar, but the manifestation is different.

Single order costing cost/orders (CPO)
Calculation formula: Single order cost = Total marketing expense/total order number
Metric sense: Measuring average order cost
Indicator usage: The marketing cost per order is critical to the profitability and cash flow of the site. Marketing cost of the calculation of each have different standards, some of the annual Web site operating costs are amortized to the monthly cost, and some do not, the key to see the most suitable for their own situation. If you can increase the conversion rate without increasing marketing costs, this indicator should fall.

Reorder Rate Repeat Order Rate (ROR)
Calculation formula: Reorder Rate = Number of existing customer orders/total orders
Metric sense: Used to measure the attractiveness of a website to customers
Indicator usage: The level of this indicator and customer service has a great relationship, only satisfied users 8201.html "> product experience and services to improve this target."

Single visitor cost per Visit (CPV)
Calculation formula: Single visitor cost = Marketing fee/Total number of visits
Metric meaning: Used to measure the traffic cost of a website
Indicator usage: This measure is your market efficiency, the goal is to reduce this indicator and improve the SPV, to this end will be ineffective marketing cost reduction, increase effective market input.

Order Acquisition Difference Acquisition Gap (OAG)
Calculation formula: Order Fetch difference = Single Visitor Cost (CPV)-Single order cost (CPO)
Indicator meaning: This is a measure of market efficiency indicators, representing the site's visitors and transformed visitors to the difference between
Metric usage: The value of an indicator should be a negative number, which is a measure of the cost of obtaining a customer from a non-visitor. There are two ways to reduce this difference, when you increase the sales capacity of the site, the CPO will decline, the difference will be reduced, indicating that the ability of the site to transform existing traffic is strengthened; Similarly, CPV may be elevated and CPO remain unchanged or reduced, and this difference will be reduced, Indicates that the traffic attracted by the site has a high conversion rate, which usually occurs when the PPC (pay per click) program is enabled.

Order Acquisition Rate Acquisition Ratio (OAR)
Calculation formula: Order Acquisition rate = Single order cost (CPO)/single visitor Cost (CPV)
Indicator meaning: Use another form to reflect market efficiency
Indicator usage: In the form of ratios, it is often easier for the management to understand, especially the financial staff.

Contribution per output (CON)
Calculation formula: Per output = (average order number x average marginal income)-per order cost
Indicator meaning: The amount of cash added per order brings you net worth
Indicator usage: The company's CFO is always interested in this indicator, representing how much money you spend to make money.

ROI returns on investment (ROI)
Calculation formula: ROI = per output (CON)/per order cost (CPO)
Indicator meaning: Used to measure the return on investment of your ad
Indicator usage: Compare your advertising rate of return, you should allocate the money to the highest rate of return ads, but this rate of return should be limited to time periods, such as "mainly rio/weekly" and "mainly rio/every year" is very different.