Measuring transactional and non-transactional websites

There is a huge difference in measuring transactional websites and non-transactional websites. A transactional website involves hard dollar signs attached to the web metrics.

The conversions are pretty straightforward since you can directly link revenues or the number of items sold to web metrics to make actionable decisions.

However, in a non-transactional website, there are many challenges in defining good visitors' behavior.

The conversions are pretty straightforward since you can directly link revenues or the number of items sold to web metrics to make actionable decisions. However, in a non-transactional website, there are many challenges in defining good visitor behavior.

When website owners are looking for methods to demonstrate value from their online marketing investments, it is important to be clear about the objectives. Non-transactional Web sites are generally harder to measure.

The debates on developing new metrics and strategies for measuring concepts like engagement and user behaviors are a huge challenge in the web analytics world.

That is why you need a clear website objective that allows you to build context, so each web metrics is meaningful and actionable.

Once the objective is clear, you can apply various metrics such as the number of downloads, page views on the specific page, the number of registered users, etc.

However, until you benchmark these metrics to your definition of success, it is hard to determine if those typical visitor behaviors were good behavior.

You perhaps want to map your visitor journey to your website and what they could go through. Here is an example:

Website owners can measure the ROI based on profits, costs per visitor, or target earnings in transactional websites.

In non-transactional sites, defining the meaning between the KPI (key performance indicators) and website objectives is key to success in web analytics.

Once you have mapped out your customer journey through your website, you could start planning the measurement or tracking points to capture the key metrics.

Without understanding the funnel, key events, action points, or pages your users will have to go through, it won't be easy to understand what to measure.

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