This article will tell you about the most popular KPIs at different stages of the sales funnel in internet marketing. These are key performance indicators at the level of traffic, site behavior, leads, sales, and repeat requests.
1.Traffic
Some beginning (and not only) entrepreneurs judge the effectiveness of Internet marketing by how expensive or cheap it is for them to receive targeted visits to an advertising platform - traffic.
The following indicators are used:
CTR (Click Through Rate) is the percentage of users who clicked on an advertisement or search results .
CPV (Cost Per Visitor) is the final cost of a visit to a website.
CPC (Cost Per Click) - cost per click.
Plus: this is the simplest KPI. Even a person who has just learned about Internet uk whatsapp numbers marketing can be taught to find out the traffic of a site in half an hour.
Cons:
1) KPIs determined by traffic characterize only the first stage of the sales funnel. The next four stages will eliminate most potential buyers. Therefore, traffic indicators should be perceived as intermediate, poorly reflecting the final result.
2) Traffic is easy to "wind up", the Customer becomes vulnerable to unscrupulous contractors. Read our recent article about how we identified such fraud during an audit.
2. Behavior
When redesigning a website, KPIs are sometimes set for user behavior on the website, based on web analytics data.
These include, in particular:
Bounce Rate is the percentage of users who leave a site almost immediately.
TSS (Time Spent on Site) — time spent by a user on a site.
PPV (Pages Per Visit) is the viewing depth, which is expressed as the number of pages viewed by the user during one visit.
Plus: bounces, time and depth of viewing in Yandex Metrica begin to be tracked automatically, immediately after installing the counter code on the site. By saving visit records, a large amount of information is collected that is available for study. This allows for a significant increase in the accuracy of data interpretation.
Cons: for an inexperienced user, interpreting this data correctly is not always an easy task. The same viewing depth or bounce rate are still synthetic indicators. There are many situations when they are misleading.
For example: your site has very interesting photo galleries. People are very interested in looking at them, but they are not going to buy anything from you.
