Everybody who owns a website should have a goal to achieve. 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).
Obviously, for non-transactional sites, you’re probably not looking forward to converting for higher sales. There are exceptions, but it is out of the scope for this posting.
Some of the typical site objectives 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 provide revenue for non-transaction site
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 is a count on 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
Page Views per Visit: Pageviews per Visit is a popular metrics to use to measure the site’s content consumption per single visit. If it is only 1 page views per visit, obviously visitors are leaving after looking at one page.
I would also recommend using these metrics across content areas to see which section of the site is more engaging than others. A good example of this is to measure the difference between different article sections.
Bounce Rate: You can measure the stickiness of the site or page and utilize the data to optimize the content to better serve what the visitors find engaging.
I would recommend using it in combination with the traffic source data (or keywords for paid search ads) to understand how users landed on that page.
Average Time on Page or Site: Average time on site or page is not really an accurate metrics, but it could be used to gauge the difference across various parts of the site to see the engagement.
This data could give you a better insight to which content or pages aren’t popular. Make sure to understand the relevancy of the time, or the actual time required to consume the info on that page. Meaning if the page is short, but you see people spending 10 minutes on it, then something is wrong.
Retention and Funnel Analysis: Looking at the drop off from one page to the other could give you a good indication of where the conversion process is unsuccessful. Conversion in such case could be anything I highlighted earlier which aren’t a monetary outcome.
Interaction Rate: Calculation will vary by site, but as an example, for games or tools, it could be an [initial interaction count / total content impression or page views]. The data would be more useful when compared to a different timeframe.
Referrals: Where the visitors are coming from is an important data to utilize in improving the site. You might find certain visitor sources to convert more than the other. You can ask yourself why and try to repeat what’s working.
Keywords: I like this because it will tell you a lot about what the visitors are looking for. In combination with other metrics, it can tell you which pages are successful in terms of stickiness or popularity.
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.