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Professio nal Services Client: B.A. BARKER www.babark er.com State Of Metrics on 1: Objectives and Key Results (OKR’s) Some are not as easily identified, but are just as important. 1 2 3 4 1. Clicking the site contact link. 2. Using the site search. 3. Signing up for e-mail updates. 4. Clicking the Facebook link. OKR’s (numbered) :

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Professional

Services Client:

B.A. BARKERwww.babark

er.com

State Of Metrics

Section 1: Objectives and Key Results (OKR’s)

Some are not as easily identified, but are justas important.

1

2

34

1. Clicking the site contact link.2. Using the site search.3. Signing up for e-mail updates.4. Clicking the Facebook link.

OKR’s (numbered):

Customer

Visitors who have reached

the invoice page.

State Of Metrics

Section 1.5: User RolesLabeling visitors is a great way to help segment Google Analytics data.After all, a customer who has already purchased will behave differently than a new visitor.To ensure that you’re getting the, most useful aggregated data, use visitor labeling.

New visitorVisitors who are new or their first party cookie expired.

Return visitorVisitors who are return and first party cookie can be read.

Repeat CustomerVisitors who have reached the invoice page and first party cookie can be read.

Return customerVisitors who are return and first party cookie can be read and have reached the invoice page.

Engaged visitorA customer who has used your site contact form.

BloggerVisitors who are engaged with your blog.

Define your different user roles to match yourOKR’s!

!

/ State Of Metrics

Q: What’s the second most visited page?

Section 2: Benchmarks and Key Performance Indicators (KPI’s)

A: Hello visitors flow...This is the coolest, most bad@&% feature put into analytics for a very long time. We segment by non-bounced visitors(1), and then segment it further to show this visual filter by source(2). This combines a ton of data you’d need to spend time drilling down into the data. It’s all right here...

We can see that second most visited page for this site is the homepage(3). According to our non-bounce average number of pages viewed, this is where the majority of site visitors will drop off, and the new customer index indicates that most of these visitors will not come back, and after 24 hours the percentage of abandonment increases significantly.

Did you have an ah-ha moment?

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3

!Visits (majority,

%).

71.50%

State Of Metrics

Section 2: Benchmarks and Key Performance Indicators (KPI’s)

Adjusted site wide KPI’s, cont’d.

Bounces%)

27.82%

Time spent

(min., sec.)

2m 41s

Funnel %(%)

55.44%

Conversion

(%)

0.35%

AOV($)

$43.27

WARNING: Use site wide KPI’s as benchmarks!As you can ascertain from these adjusted metrics, new visitors who land on the top 10 pages, they spend more time than all new visitors landing on all pages, but they are less likely to convert(1), and spend less(2).

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>State Of Metrics

Let’s put all our engagement statistics all together, in a logical statement:

Section 2: Benchmarks and Key Performance Indicators (KPI’s)

Over 70% of visitors to your site are new visitors. Typically, those visitors are English (US based) customers who are engaged between 61 and 180 seconds. These visitors typically only visit once in the sales cycle, and view between 2 and 3 pages per visit. Lastly, these likely new visitors are less likely to become a customer on their first visit, than a potential repeat visitor, or customer. When these customers do purchase, they spend on average $69.66 per order.New visitors who land on one of the top 10 landing pages are less likely to bounce, but also much less likely to convert. When they do purchase, they spend more than 35% less per order ($43.27vs. $69.99).

Now, we have actionable data!

Real world improvement ideas:Use upsell offers during checkoutUse related or suggest products Offer threshold based free shippingOptimize landing pages

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