Website Analysis indicators

Recently done website analysis, reference some information, these indicators are good.

I. Content indicators for website analysis
Conversion rate Take Rates (Conversions Rates)
Calculation formula: Conversion rate = number of visits/total visits to corresponding actions
Indicator significance: Measure the attraction of website content to visitors and the effect of website propaganda
Indicator usage: When you test a news subscription, download a link, or register a member in a different place, you can use a different link name, the way you subscribe, the placement of your ads, paid search links, paid ads (PPC), and so on, to see if that means to keep the conversion rate on the rise? How can I enhance the relevance of visitors and website content? If this value rises, the correlation is enhanced, and conversely, it is weakened.

Return visitor ratio Repeat Visitor Share
Calculation formula: Return visitor ratio = Number of return visits/number of independent visitors
Indicator significance: Measure the attraction of site content to visitors and the usefulness of the site, whether your site has interesting content so that visitors back to your site again.
Indicator usage: This indicator may vary greatly based on the length of the visit and the time period when the report was generated. The vast majority of sites want visitors to visit, and therefore all hope that this value is increasing, if this value is declining, the content of the site or the quality of the product is not strengthened. It is important to note that once you have selected a duration and time period, you will need to use the same parameters to generate your report, otherwise you will lose the meaning of comparison.

Active Visitor Rate Heavy User Share
Calculation formula: Active user ratio = access to more than 11 pages of users/total number of visits
Indicator significance: Measure how many visitors are interested in the content of the site
Indicator usage: If your site is targeted to 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-based, you can differentiate between active visitors for different categories of content, but you can also define more than 20 pages to be a positive visitor.

Loyal visitor ratio Committed Visitor Share
Calculation formula: Number of users with access time over 19 minutes/total number of users
The significance of the indicator: the same as the previous indicator, just use the time to replace the number of pages, depending on the target of the site, you can use one of two or combination.
Indicator Usage: Visitor length This indicator has a lot of controversy, this indicator should be used in conjunction with other indicators, such as conversion rate, but overall, longer access time means that users like to stay on your site, high loyalty rate of course is better. Similarly, the length of the visit can be set according to different needs.

Loyal Visitor index Committed Visitor Index
Calculation formula: Faithful Visitor index = number of visits/visitors greater than 19 minutes/more than 19 minutes
Indicator meaning: Refers to the average number of pages visited by each long-time visitor, which is an important indicator that 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 (perhaps the visitor just left the meal). Usually want to see this index has a higher value, if you modify the site, add the site's features and materials, to attract more loyal visitors to stay on the site and browse content, the index will rise.

Faithful Visitor Volume Committed Visitor Volume
Calculation formula: Faithful Visitor volume = number of access Pages/total pages of access greater than 19 minutes
Indicator meaning: The number of pages visited by a long-time visitor
Indicator usage: For an ad-driven website, this indicator is especially noteworthy because it represents the overall quality of page access. If you have 10000 of the page count and only 1% of your loyal visitors, that means you may be attracting the wrong visitors, who have little value, and they just take a look at your page and leave. This is a misconception that you should consider whether advertising is a word.

Visitor Participation Index Visitor Engagement Index
Calculation formula: Visitor Participation index = total number of visits/number of independent visitors
Indicator meaning: This indicator is the average session per visitor, which represents the trend of multiple visits by some visitors.
Indicator usage: Different from the return rate, this indicator represents the intensity of the returning visitor, if there is a very correct target audience constantly returning to the site, the index will be much higher than 1; if no returning visitors, the index will approach 1, meaning that each visitor has a new session. This index depends on the goal of the site, most of the content-based and commercial sites want each visitor to have more than one session per week/month, customer service, especially complaints such as the page or website would like this index as close as possible to 1.

Rebound rate (all pages) Reject rate/bounce Rates
Calculation formula: Rebound rate (all pages) = number of single page visits/Total Visits
Indicator significance: Represents the ratio of the only page that visitors see
Indicator Significance: This indicator is important for the highest entry page, because traffic is generated from these pages, especially when you make adjustments to the navigation or layout design of the site. All the while you're hoping that this ratio will continue to fall.

Rebound Rate (home) Reject rate/bounce Rates
Calculation formula: Rebound Rate (home) = access to the first page only/the number of visits from the first page
Indicator Meaning: This indicator represents all visitors from the first page who only viewed the first page of the visitor ratio
Indicator Significance: This indicator is the most important of all content-based indicators, usually we think the homepage is the highest entry page (of course, if your site has other higher entry page, then you should also add it to the target of tracking). For any site, we can imagine that if the visitor to the homepage or the most common entry page is a sweep, indicating that the site has a problem in one aspect. If the target market is correct, it means that the visitor cannot find what he wants, or that there is a problem with the design of the page (including page layout, speed, link text, etc.), if the site design is feasible and easy to use, the content of the site can be easily found, then the problem may be in the quality of visitors, That is, the market problem.

Browse user Rates Scanning Visitor Share
Calculation formula: Browse User ratio = Number of visitors/total visits less than 1 minutes
Indicator Significance: This indicator measures the degree of attraction of a webpage to a certain extent.
Indicator usage: Most sites want visitors to stay more than a minute, if the value of this indicator is too high, then you should consider whether the content of the page is too simple, the site's navigation menu needs to be improved.

Browse User index Scanning Visitor index
Calculation formula: Browse User index = number of access pages less than 1 minutes/number of visitors less than 1 minutes
Indicator meaning: Average number of visitors visited in one minute
Indicator usage: This index is also close to 1, indicating that visitors are less interested in the site, they just glance at the left. This may be a navigation problem, if you have a significant improvement in the navigation system, you should be able to see that the index is rising, if the index is still falling, should be the target market and the use of the site has problems, should be resolved.
By combining the browsing user ratio with the browsing user index, you can see whether users are browsing through useful information or getting bored and leaving.

Browse user volume scanning Visitor Volume
Calculation formula: Browse User volume = Browse pages less than 1 minutes/all pages viewed
Indicator meaning: The ratio of the number of visited pages completed within one minute
Indicator usage: Depending on the goal of the site, the level of the indicator has different requirements, most of the site wants this indicator to be reduced. If it is an advertising-driven site, the indicator is too high for long-term goals, because it means that although you attract a lot of visitors through advertising, resulting in a high number of access pages, but the quality of visitors is not high, the resulting revenue will be affected.

II. Business Indicators for website analysis
Average Order Amount Average order Amount (AOA)
Calculation formula: Average Order Amount = Total sales/total number of orders
Indicator significance: Used to measure the quality of the site sales
Indicator usage: It is of course important to convert site visitors to buyers, and it is equally important to motivate buyers to buy more products each time they visit. Follow this indicator to find a better way to improve.

Conversion Conversion rate (CR)
Calculation formula: Conversion rate = Total order number/Total traffic
Indicator significance: This is a more important indicator, measuring the site's sales to each visitor
Indicator usage: With this indicator you can see that even minor changes can make a huge difference to the revenue of the website. 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: Sales per visitor = Total sales/Total number of visits
Indicator Significance: This indicator is also used to measure the market efficiency of the website
Indicator usage: This indicator is about the same as conversion rate, only in different forms.

Cost per order (CPO)
Calculation formula: Single order cost = Total marketing expenditure/total order number
Indicator meaning: Measuring the average order cost
Indicator usage: The marketing cost of each order is critical to the profitability and cash flow of the site. The calculation of the cost of marketing each has a different standard, some of the annual operating expenses of the site into the monthly cost, some do not do so, the key depends on the most suitable for their own situation. If you can increase your conversion rate without increasing your marketing costs, this indicator should go down.

Reorder Rates Repeat Order rate (ROR)
Calculation formula: Reorder Rate = Number of existing customer orders/total orders
Indicator significance: Used to measure the attractiveness of the website to the customer
Indicator usage: This indicator of high and low level and customer service has a great relationship, only the satisfaction of the user product experience and services to improve this indicator.

Cost Per Visit (CPV) for a single visitor
Calculation formula: Single visitor cost = Marketing fee/Total number of visits
Indicator meaning: Used to measure the traffic cost of the website
Indicator usage: This indicator measures your market efficiency, the goal is to reduce the target and improve the SPV, in order to eliminate ineffective marketing costs, increase effective market input.

Order Acquisition Difference Order acquisition Gap (OAG)
Calculation formula: Order Acquisition difference = Single Visitor Cost (CPV)-Single order cost (CPO)
Indicator meaning: This is a measure of market efficiency, which represents the difference between the visitor and the transformed visitor of the website.
Indicator usage: The indicator should be a negative value, 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, CPO will decline, the gap will be reduced, indicating that the ability of the site to convert existing traffic has been strengthened; Similarly, CPV may rise while the CPO remains constant or lower, the difference will also shrink, Indicates that the traffic attracted by the site has a high conversion rate, which typically occurs with a PPC (Payper click) plan.

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

Each output contribution per Order (CON)
Calculation formula: Per output = (average order number × average marginal gain)-cost per order
Indicator meaning: Increase the net value of the cash that each order brings to you
Indicator usage: The financial controller of the company is always interested in this indicator and represents how much money you have spent to make.

ROI Return on investment (ROI)
Calculation formula: Return on investment = per output (CON)/cost per order (CPO)
Indicator meaning: Used to measure the return on investment of your ad
Indicator usage: Compare the rate of return on your ad, you should allocate the money to the ad with the highest rate of return, but the rate of return should be limited by the time period, such as "25%rio/Weekly" and "25% rio/per year" are very different.

Website Analysis indicators