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Key Performance Indicators examples to improve non transactional website


Key performance indicators (KPIs) are a set of quantifiable measures that organizations use to track and assess the success of their business operations in meeting predetermined goals.

Everybody who owns a website should have a goal to achieve. There are many different types of KPIs, but we'll cover some common examples for non-transactional websites.

For non-transactional sites, the types of KPI and metrics will vary depending what the objective of the site is.

Obviously, for non-transactional sites, you’re probably not looking forward to converting for higher sales (there is exceptional case, but out of scope for this article).

Some of the typical business objectives for non-transactional websites could be the following:

  • Increase exposure to key messages, articles, products, information, etc.
  • Drive leads and obtain email sign ups
  • Increase registration for trials or opt-in for services
  • Acquire survey participations
  • Participate in a game or challenge
  • Increase traffic and exposure to ads that generate revenue for the business

Once you are clear at what objectives to tackle and measure the performance, here are the typical KPI and metrics used to improve the site.

Page Views: Popular pages and contents could be measured using page views. It counts how many times the page was requested from the server. The more, the better, especially if you run ads that pay your bill through those ad impressions. This applies mostly to news and magazine websites.

Active users: this specifies the number of people who actively use your website or app during a given period. The metric is important to track as it allows you to see if people are actually engaging with your site or app and how often they are using it.

Leads: This metric helps you track how effectively your website generates leads, or potential customers, for your business.

Conversions: A conversion occurs when a visitor to your site completes a desired goal or action. This could be making a purchase, signing up for a newsletter, or downloading a white paper.

Retention Rate: This metric measures how often users come back to your site or app after their first visit. A high retention rate means that people find value in what you're offering and are coming back for more.

Newsletter subscribers: This metric measures how many people subscribed to your newsletter after visiting your site. If you're using your website to build an email list, this is an important metric to track.

Note that Google Organic Search do not provide full visibility on the keywords users used to arrive on your site other than through paid search ads via AdWords.  So one directional analysis you can do is use Google Search Console data.

There are so many other methods and KPI metrics to gauge, but these data points could be a good place to kick off your analysis to improve your non-transactional site.

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Kris Twitter

As a data journalist, I enjoy curating and analyzing marketing trends, and data. The things that fascinate me the most are the transforming business landscape due to evolving marketing technologies.