eMetrics: The Difference Between Content and Commerce Metrics
September 26, 2007
If you’ve run a website for any amount of time you’ll come to know that there can be a fine line between the content aspects of the website and the commerce aspects of a website. eMetrics, helps in the study of traffic, consumers and developing intelligence to better run your online business.
So what are Content Metrics?
Content Metrics are the statistical information that relate to the initiatives put forth by your company and how your audience views and uses them. Simply put, they are pulse of anything related to the content of your website. They include the following measures that I’ll explain further in the coming days
- Take Rates aka “Conversions’
- Repeat Visitor Share
- Heavy User Share
- Committed Visitor Share
- Committed Visitor Index
- Committed Visitor Volume
- Visitor Engagement Index
- Rejection (Bounce) Rate - All Pages
- Rejection (Bounce) Rate - Home Page
- Scanning Visitor Share
- Scanning Visitor Index
- Scanning Visitor Volume
And then there were Commerce Metrics…
Commerce Metrics are what they sound like because they relate to how your website makes money (or doesn’t make money). I am sure that you are familiar with the idea of “Return on Investment” and basically you can think of websites and web properties in general as investment vehicles like RRSPs, GICs or Stocks. Standard ways in which you measure Commerce metrics on a website include…
- Average Order Amount
- Conversion Rate
- Sales per Visit
- Cost per Order
- Repeat Order Rate
- Cost Per Visit
- Order Acquisition Gap
- Order Acquisition Ratio
- Contribution per Order
- Return on Investment
eMetrics allows you to take stock of the effectiveness of your website, the pages and processes involved in getting people around using statistical data to predict customer behavior. I will be sharing more information with you in the coming weeks about each of these calculations.
Luc
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[…] A few days ago I wrote about eMetrics and promised to explain them more in depth with a series of ar…. To understand the nature of your website you first have to understand that there are two types of traffic that come to a website. Scanning Visitors are visitors that read through the content on your site and leave. Committed Visitors, on the other hand are interested in what your website talks about and they in some cases return again and again to your website. In understanding the relationship between scanning and committed visitors you can begin to see the shortcomings of your website. […]