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Appendix A. KPIs for the Four Types of Site

At the start of this book, we looked at the many metrics you can track in order to understand your online presence. Those metrics you track and how you weigh them is your monitoring mix. Recall that there are four site archetypes: media, transaction, collaboration, and SaaS. The one that you’re running dictates which metrics and KPIs matter most to you. Table A-1 shows how important each element of the monitoring mix is to each type of site.

Table A-1. The monitoring mixes for the four major site types[3]

  Media Transaction Collaboration SaaS
How well did visitors benefit my business?
Conversion and abandonment 1 4 1 3
Click-outs 4 1 3 1
Offline activity 1 3 1 3
Subscriptions 4 1 2 1
Billing and account use 1 1 1 4
Where is my traffic coming from?
Referring URLs 3 4 3 1
Inbound links from social tools 4 3 3 1
Visitor motivation 2 4 3 1
What's working best (and worst)?
Site effectiveness 2 4 2 1
Ad and campaign effectiveness 1 4 1 1
Findability and search effectiveness 4 3 3 1
Trouble-ticketing and escalation 1 1 2 4
Content popularity 4 2 4 1
Usability 2 4 4 3
User productivity 1 1 3 4
Community rankings and rewards 3 2 4 1
How good is my relationship with my users?
Loyalty 4 3 3 1
Enrollment 4 2 2 1
Reach 3 4 4 1
How healthy is my infrastructure?
Availability and performance 2 3 3 4
SLA compliance 1 1 1 4

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