Key metrics used for E-Commerce/Contents Site.

E-Commerce and Non E-Commerce sites serve their purpose individually. While the former is more concerned about the Conversion Rates and Average Order Value, the latter is happy with the Engagement metrics such as Clicks etc.

In case of a Non E-Commerce site , the major metrics used will be :

Repeat Visitors

%Repeat Visitors

Page View Duration

Clicks

Bounce Rate

Click-Depth Index

Note :

If the Bounce Rate is high, then the Content should be improved to engage the browsers.

If the Clicks, Page View Duration is less, then the Site is not serving its purpose.

If the Click depth index is low, that refers to less number of pages viewed per browser.

If the %Repeat Visitors is low, that means most of the browsers are one-time browser. There may to be a problem in the Site Navigation or Intent of the browser is not served well.

All these metrics signifies the effectiveness of a Non E-Commerce Site.

To start with the E-Commerce Sites, the major metrics to die for would be :

Session Conversion

Average Order Value

Total Orders

%Repeat Visitor

Shopping Cart Abandonment Rate

Page Views per Session

An increasing number of Page Views per Session signifies that your content is interesting, therefore esteemed guests are spending more time browsing it.

High bounce rates signifies excessive loading times, irrelevant content,improper site quality and unnattractive site design, etc.

Too high Shopping Cart Abandonment rate could signal a serious checkout problem.

The Session Conversion for a retail e-commerce site can be very high but if the Average Order Value is far too low, it signifies that the site is not attracting the right set of customers, or simply, it lacks proper page navigation/optimization schemes.