When visitors are on your website you want them to convert. In order to understand their journey through your website you need to track whether they consume your content, whether they interact with your website and whether they convert. You need to track this in order to learn from it so you can improve your content and website.
When it comes to web analytics and reporting tools, you can easily get lost if you don’t know what to look for. In this article I cover the most important content engagement Key Performance Indicators (KPIs for short) you should be tracking.
These KPIs are split up in three categories:
Before we get into detail, it’s vital to understand that KPI data can differ tremendously per dimension. Therefore, analyse your KPIs per dimensions.
When I talk about dimensions, I mean:
Each content type serves a different purpose, so it’s likely you see different visitor behaviour. Your homepage serves a completely different purpose than your most recent blog article.
Visitors from different channels behave differently on your website. A visitor that came to your website through a partner website is more likely to be within your target audience than an organic visitor who’s just looking for some information.
By default a lot of online marketers approach their web analytics data solely from a desktop point of view. That’s incorrect, the days of the desktop-only era are long gone.
In some markets mobile and tablet visitors even trump desktop visitors. We have been living in a cross-device world, so it’s essential to segment your users based on type of device when analysing your KPIs.
Visitors come in different size and shapes. Some visitors may buy from you every two weeks. You may even know their first name by heart. Others just arrived on your website and don’t know your brand yet. They display different behaviour, and in order to make sense of your KPI data you need to segment based on the type of visitor.
In order for you to gain insight in the progress (or regression) of your website, compare KPIs from different periods in time. I usually check at least these periods:
Besides seasonal influences, take (national) holidays into account. Depending on your type of business, the holiday season can be rather slow or booming.
Behavioural KPIs relate to the basic behaviour of your visitors. These KPIs comprise:
Please note that it’s not black and white when it comes to these KPIs. Visitors can of course head straight for their goal on your website and convert, without spending much time on your website, only visiting a few pages and not return to your website. Obviously you’re happy with these types of visitors even though the KPIs above may say otherwise.
It’s nice to see the behavioural interaction KPIs from the previous section, but seeing visitors interact with your website is even better. When I talk about interacting, I’m referring to:
When it comes to content interaction metrics, these also differ a lot per dimension. Take for example the dimension content type, it’s much more likely for your blog articles to get shared on social media than your homepage.
Conversions are the ultimate metric of visitors showing interest in your content. When we look at conversions, we should differentiate between eCommerce websites and regular website.
If you’ve got an eCommerce website you need to have eCommerce tracking in place besides goal conversion tracking. eCommerce tracking entails tracking the details of orders coming in.
For eCommerce websites you should pay close attention to the metrics:
For regular websites the following metrics apply:
We differentiate between three types of KPIs: behavioural KPIs, content interaction KPIs and conversion KPIs. Track these KPIs on a regular basis and compare them to periods in the past to see progression or regression. Use these KPIs to define follow-up actions.
Remember different content types, channels, devices and periods in time heavily influence your KPI data. Segment your data as much as possible to truly understand how your website is performing.