サイトタイプ別、プロセス別KPI

だいぶ古いが2005年のWeb Analytics Key Metrics and KPIsから。資料のリンクはあるかよくみてないのでご容赦を。最近英語の資料をまとめ読みしているだけ。
いろんなところでやっているセミナーなんかも、こういったものをベースしているだけでつまんない。別に特別なノウハウでもなんでもないし、このまま使っても仏作って魂入れずとなる。面倒なので英語そのまま。

KPIs by Site Type
1.Adertising-based content sites，such as ESPN
・Visits per month.
・Page views per visit.
・Visit duration
・On Site Advertising click ratio.
・Ratio of new to returning visitors.
・Recency
・Frequency

2.Subscription-based content sites, such as WSJ.com
・Conversion of non-subscriber to subscribers.
・Active subscriber base
・Average subscription length.
・Renew Convsrsion
・ROI based on conversion type

3.Customer Service
・Average cost-per-service option and average cost per touch overall
Call center
　E-mail
　Online chat
　Online sell-service
・Percent of support touches served successfully online.
・Drivers to other support methods from the site
・Onsite search effectiveness.
　Searches per search visit.
　Exits from the search return page.
・Survey results.
　Exit surveys scores
　Page ratings/surveys scores

4.Commerce
・Overall purchase conversion.
・Step-by-step purchase conversion
・Average order size/items
・Average order value
・Analysls of purchase funnel defectors.
・Effect on offline sales.
　Unique toll-free numbers
　Store locator
　Order printout
・First-time versus returning buyers
・Recency，frequency，monetary value
・Lifetime value
・Affinity analysis

5.Lead Generation
・Overall conversion
・Step-by-step conversion alnalysis via the registration process
・Conversion by campaigns.
・Drivers to registration process.
・Analysls of registration process dropouts.
・Conversion of leads to actual customers
・Value per lead based on conversion

KPIs by Process
1.Reach
・Unique Authenticated Visitors
・Unique Visitors
・Visits
・Page Impressions

2.Acqisition
・Number of New Visitors
・Average Number of Visis per Visitor － Visits / Visitors
・Average Number of Page Views per Visit － Page Impressions / Visits
・Average Page Views per Visitor － Page Impressions / Visitors
・Percent of Visits Under one Minute － Vlsits under 60 seconds / All Visits
・Percent of Visits That Are 1 Page － One-page Visits / All Visits

3.Conversion
・Cost psr Conversion － Cost of Campaign / Conversions
・Avgage Order Value － Total Revenue / Total Orders
・Sales per Visitor－Gross Sales / Visitors
・Search Results to No Results － Results Found / No Results Found

4.Retention
・Number of Returning Visitors
・Frequency of visit － (Days between 1st and 2nd visits)＋(days between N-1 and N visits)/N-1
・Recency or Visit－Days since last visit
・Stickiness － Frequency x Duration x Site Reach