Sangeeta Apr 13, 2015 No Comments
Definition: the number of people who visited the website within a given time. Also known as ‘unique visitors’, it refers to the number of first time visits only.
Calculation: Visitors are identified by Cookies and a unique ID assigned. Alternatively, IP addresses are also used.
The number of visitors is calculated for a day, week, month or stated time.
Desired Goals: Higher the unique visitors, the better.
Why are unique visitors measured?
This is used to check the audience, and understand the website’s influence or reach.
There are two calculations, depending upon the report being generated
Definition: The length of time that a User spends on each visit to the website, for a given date or length of time.
Calculation: length of time in seconds
Desired Goals: longer the sessions, better the ability to engage the visitor for purchases (transactions) and repeat visits
Significance of Sessions
Average Session Duration and Percentage of new Sessions are yardsticks to understand the interest of visitors and how to engage their interest.
Average Session Duration =
Percentage of new Sessions – The percentage of new sessions or visits indicates how many visitors to the site are first-time visitors.
Definition: The traffic source or origin of the visitors – direct links, email, PPC, search
Definition: Number of closed deals or orders placed and confirmed (after passing through the payment gateway). Where a purchase order is abandoned in the shopping cart, basket or booking points, it is not a transaction, but an abandonment.
Calculation: Each order placed by a visitor / customer is a transaction, allotted a unique Order ID.
Definition: measures customers who do not return to the site. For example, a churn rate of 60% means 60 out of every 100 customers do not return to buy
Here, customers refer to visitors who have actually made a purchase.
Calculation: calculated as a percentage of customers lost, or percentage of recurring sales lost
Eg. Number of customers lost last quarter /starting customers last quarter
Desired Goals: lower the churn rate, the better.
Significance of Churn rate