Wednesday Sep 19, 2007
Wednesday Sep 19, 2007
If you're looking for industry averages, especially for ecommerce, I just ran across the FireClick Index (http://index.fireclick.com/). I have always been asked, "How is that compared to the industry average?" Funny how everyone always assumes that such a thing exists.
Unfortunately, there is no detail on how these metrics are calculated. Of course, being the thorough web analyst that I am, I emailed FireClick. Here are the definitions:
Cart Abandonment Rate - the percentage of sessions where visitors add an item to the shopping cart, but do not make a purchase.
Conversion
Rate - a percentage calculated by Fireclick as the number of sessions
where an order occurred divided by the number of total web site
sessions for the specified time period.
Average Session Length - average number of pages viewed in a visitor's session.
Average Session Duration - average time in minutes a visitor spends on the web site.
Average Page Display Time - average time in seconds it takes for a web page to load in a web browser window.
Average
Page Read Time - average time in seconds the visitor spends viewing a
page, from the complete download of the current page to their click to
the next page.
Average Connection Speed - actual throughput in Kbps that visitors view the web site.
Special thanks to David Maloney at FireClick for replying with these definitions.