When it comes to evaluating the performance of an eCommerce website metrics (with Google Analytics), most people tend to focus the majority of their attention towards the conversions and number of orders, no interesting engagement and website metrics here. When it comes to SaaS, of course, you would like that your visitors convert and pay. But also, other websites metrics are important here. You want your customers to engage with your product and stick with it.
I recommend keeping track of six metrics that, together, begin to paint a better picture for you SaaS customers engagement.
Pages per Session
This is the average number of pages viewed during a session on your website. More pages per session means that users are more engaged and exploring more of your site.
How can you improve your pages per session ratio?
Make sure your website is easy to navigate and that you already did all your usability tests. make it simple to your visitors to get the value tey are looking for. You don’t need tons of links and fancy flashing images. The moment they land on your website give them a mission to do or ask them what they want. Be generous and valuable.
For example, if you manage a photography and images editing website, right away present you photos categories and features to your visitors and give them the choice to choose instead of writing long lines of descriptions and stories about your career and what you like for launch.
Events by Session
However, many SaaS websites doesn’t have many pages. The product is available in one dynamic page. If this is your case, i advice to setup multiple events into you product. Events like “clicked on search”, “clicked submit button”, “clicked on photos” and so on. Simple rule, the more they click around the more they are engaged.
To setup the events, you don’t need coding skills now. Weelytics can help you to setup up your google analytics events.
For the reporting side, you just need to setup a calculated metric on Google Analytics:
Then, build a custom report by adding the new custom metrics events by session. But, don’t forget to add a dimension to your report. For example, if you are looking to see the engagement by country, just add the country as dimension to your custom report.
The report will look something like that.
Average Session Duration
Available out of the box in Google Analytics. One of the valuable website metrics to understand your visitors attachment to the website. If you are providing value they will stay longer, this is a simple website metric too. Especially, again, for SaaS.
Simply, Think about the last time you were surfing through websites and how quickly switch and more from a website to another. The longer a visitor spends in a session, the more engaged.
How can you improve your average session duration?
Be sure you have rich, informative content. On your services and industries pages, address specific issues that potential clients might have and explain how your product can help.
Do you remember the images editing website? The same rule works here and everywhere, provide value and walk on your customers shoes.
BONUS: website metrics report to measure engagement
Cohort analysis is very common data analysis technique is called Cohort Analysis. It’s a great way to increase user engagement for your business and generate more revenue. Earlier, paid tools like KISSmetrics gave us the facility to use Cohort Analysis as a way to measure data but now, Google Analytics has launched a beta version of Cohort Analysis that allows websites owners to determine which strategies are working for them.
The more your table become blue them more your website visitors are engaged and return to your website over time. I think, this is the simplest way to describe a cohort analysis.
If you would like to know more about it, Justin Cutroni describe it in deep in Understanding the Google Analytics Cohort Report.