What we are going to you to tell that every day there is more and more businesses than are managed in Internet. Or businesses that have physical store but reinforce their business in the world online.
There are hundreds of thousands of webpages, but all does not act as that assumes that they must fulfill. In order to know if estamostrabajando well in Internet it is necessary to let a thing (fundamental): TO MEASURE. And of it one is in charge what comoAnaltica is known Web.
What is Analytical Web?
The analytical Web is the technique that it has as objective to compile all the information that the users give us who visit our Web, to study how they have behaved and to analyze all those data later to improve the yield of our business in Internet.
Then, within the Analytical Web there are some abbreviations that are going to you to accompany day to day: KPI. Yes, KPI. KPI, KPI, KPI! Bond, we are going to see what is a KPI. They are the abbreviations of Key Performance Indicator, that is to say, Indicadores Clave de Desempeo.
A KPI has the function to measure and to quantify the yield of something, according to the goals and objectives that we have marked for the different activities that we carry out in our business.
We are going to explain it with an example:
Imagine you that in your business you send a new account of Youtube to obtain more traffic to your Web. You would have to use as indicators (KPIs) the number of subscribed to the channel and the number of visualizations of each video. Of this form, fixed which are your objectives, what you want to measure and you control if the effort and investment used in the new channel are deserving or not the pain.
Characteristics of KPI
They must be easy to understand so that the people in charge to measure it does not become crazy measuring
They must be actionable, that is to say, that can be measured of real form (he is not actionable to want to measure how much of good I fall to the users)
They must be excellent in the time. What today it can be crucial for our strategy of marketing can stop being it within six months. For that reason the KPIs are reviewed and monitored of daily form.
They must be few in number
The executives and managers of the company are fixed by
The results must sufficiently be excellent as to impel the decision making
Types of KPIs
KPIs basic and essential for the Web:
Volume of visits: it makes reference to the number of times that sees your webpage. Everybody wants to have many, but the important thing is that they are of quality.
Unique visitors: he makes reference to the number of unique people who visit to you. That is to say, each cookie that visits to you. The number of unique visitors will be normally smaller than the number of visits.
Seen pages: as its own name indicates, how many pages different from your Web have been seen
Rate by ricochet: if a user arrives at your Web and he does not visit no other page, he is considered as a bounce. Generally, it is not good that the rate by ricochet is very high.
Average time of the visit: the time average that is the users sailing by your Web
Rate of conversion: percentage that compares the number of total conversions and the number of total visits.
Visits new or appellants: measurement, thanks to the cookies, that if says to us the visitor is the first time that visits to us or on the contrary goes frequently to the page
Frequency of the visits: this percentage measures each how much a cookie enters your page
KPIs essential for Webs of e-Commerce:
Visits to product cards
Ratio conversion: percentage that compares the number of visits with the number of conversions
Average of seen pages and time in the site
Rate of return: number of given back products
Rate of left carts: number of carts where they were additions products but that finally one did not become a sale
Net benefit: total benefits (weekly, monthly¦)
Pre-funnel: to measure the sessions where one sees the product and the sessions where the product is added to the cart
Direct traffic versus organic traffic: the direct traffic makes reference to all those visits of people who have directly written our domain in Internet; on the other hand, the organic traffic corresponds to the people who have written arrive through finder (Google)
Multidevices: data exceed in what devices visit plus our Web and how they behave in each
KPIs for social networks:
- I like of the page
- Types of new I like: organic or phelp
- Messages in the wall
- Click in connections
- Publication click
- Reach of publications
- Total of followers
- Number of retweets
- Number of favorites
- Number of mentions
- Click in connections
- It influences Klout
- Number of lists in which we are including
KPIs for blogs:
Number of subscriptions: it makes reference to the number of people who have subscribed in comparison with impressions of the inscription form
Usuary new versus appellants (loyalty): just as in the definition of a little it arrives more, how many usuary they repeat in our page and how many they are new
Content of greater interest (contained they evergreen): content of your page that more click and visits and of everything receives. Knowing the content that works, to continue working in that line
Rate by ricochet: if the user arrives at your Web and he only reads the page at which he has arrived counts itself as bounce. So that he does not count as he bounces must visits more than a page
Time in the site: it measures the average time of visit to your Web
Number of seen pages: it measures how many pages of your Web have seen the user