On an e-commerce website, identifying their KPIs is now child’s play for e-merchants. With conversion rates, cart averages, cart page reach, among others, the e-commerce know which indicators to follow on their website.
But what about the other showcase websites? How do you evaluate your website’s performance and increase your conversion rate? Which indicators do you take into account?
Showcase websites: KPIs for each sector
The very first goal of a website is obviously to convert. Whether they are showcase websites or e-commerce websites, they all have to achieve performance objectives. However, as conversion does not necessarily mean purchasing, showcase websites’ KPIs are different from the pure e-commerce’s KPIs.
Time spent on the website, the number of viewed pages, the number of displayed items, are all key performance indicators on showcase websites. Nonetheless, the sector’s specifics should be considered to define the performance indicators, as the two following examples will show. Your KPIs won’t be the same from a sector to another, as well as your online performance reports.
In the luxury and automotive sectors, the brick and mortar dimension remains a true part of the customer’s purchasing habits. As people still shop in-store, the efficiency of the showcase website has yet to be proven. Here stands the issue: to know “how much income” your showcase website generates, how many obtained appointments, and its impact on reputation and image.
If the goal of these two sectors is to drive qualified traffic to sale points, then the function of the showcase website is also to offer a good customer experience by aligning clients together with the brand’s values. Thus, KPIs must take into account those different objectives and adapt to them.
First example: luxury brands’ showcase websites
Though e-commerce is now a standard in the luxury sector for few years, some brands still favour showcase websites to e-commerce websites, as is the case with the fashion Chanel site, Dolce & Gabbana, Chloé, Van Cleef & Arpels, Bulgari. These brands enjoy very high traffic and the showcase websites are essential for the online visibility of these luxury giants.
The follow-up of the social widgets’ use (button directing to the brand’s different social network accounts) is a good way to answer the central question that luxury brands ask themselves: “Is my item appreciated?”
If the website visit does not always lead to an online or in store purchasing, the click on a widget is a first step for the users to get closer to the brand, becoming an ambassador while sharing its content on social networks.
The follow-up of the user rate of those tools is a good way to measure the items’ efficiency, newly appreciated best-sellers, and the part of its users who behave as brand ambassadors.
The brand should also know if its personalisation and branding tools are useful and rewarding to them. As an example, the amount of users who use the shade finder is a precious indicator.
Besides the interaction with the website’s elements, the consultation of some of the website pages, such as the brand history, the press coverage or newsletter subscriptions, are also reliable KPIs for brand awareness. The store locator’s use is as well one of the strong KPIs for luxury brands.
Second example: the showcase websites of the automotive brands
Unlike boutiques, showcase websites are an open showroom 24 hours a day.
It is therefore an information channel entirely available to the users, who can access it any time and enjoy the offered services. On Citroen’s website, visitors can use a variety of tools to personalise the car of their choice before going to the point of sale. The rate of use of this tools represents a very efficient KPI for e-merchants.
Finally, the showcase website will enable to generate leads such qs taken appointments or brochures online requests. The establishment of those contacts are fundamental KPIs for the automotive sector.
Another important sales development tool might be the loyalty card. By inviting the users who subscribed to a loyalty program to identify themselves on the website, the brand will be able to track them.
Beside the major challenge that represents cross-channel, the consultation rate of the e-compass tool like the store locator is a precious element of the brands’ web-to-store strategy. Used by prospects with a strong buying intent, those store locators are the points of contact between online and offline.
Though it is more and more easy to adapt your interfaces to the particularities device’s browsing habits of the user, the amount of Web users who go to the store after visiting the website remains however an obscure area. Yet, this real-time customer knowledge, with the comprehension of the cross-channels behaviours, will be the 2016’s KPI challenge of e-merchants.