What KPIs and Metrics Are Tracked on an Optimizely Dashboard?
Optimizely is an experimentation and optimization platform that helps businesses improve their digital experiences through A/B testing, multivariate testing, and personalization. The platform provides various key performance indicators (KPIs) and metrics to track the effectiveness of experiments and optimizations. Here are some common KPIs and metrics that are typically tracked on an Optimizely dashboard:
- Conversion Rate:
- The percentage of users who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a form, out of the total number of visitors to a webpage or app variant.
- Click-Through Rate (CTR):
- The percentage of users who click on a specific element, link, or call-to-action (CTA) within a webpage or app variant, typically used to measure the effectiveness of different designs or messaging.
- Engagement Metrics:
- Metrics related to user engagement, such as time spent on page, pages per session, bounce rate, scroll depth, and interactions with specific elements (e.g., buttons, videos, sliders).
- Conversion Lift:
- The relative increase in conversion rate or other desired outcomes between the control group (users who see the original version) and the experiment group (users who see the variant with changes), expressed as a percentage.
- Statistical Significance:
- A measure of confidence that the observed differences in conversion rates or other metrics between experiment groups are not due to random chance, typically expressed as a p-value or confidence interval.
- Segmentation Analysis:
- Analysis of experiment results broken down by user segments, such as demographics, geographic location, device type, traffic source, or user behavior, to identify patterns and optimize targeting.
- Revenue Metrics:
- Metrics related to revenue generation, such as average order value (AOV), total revenue, revenue per visitor (RPV), and revenue per session, to assess the impact of experiments on business outcomes.
- Goal Completions:
- The number of users who successfully complete predefined goals or objectives, such as form submissions, account registrations, product purchases, or downloads, as a result of participating in an experiment.
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Experiment Duration and Reach:
- Duration of experiments, including start date, end date, and total duration, to assess experiment performance over time.
- Reach metrics, such as the percentage of website or app traffic included in experiments, to understand the representativeness of experiment results.
- User Feedback and Qualitative Data:
- Qualitative feedback collected from users through surveys, feedback forms, or usability testing to complement quantitative data and provide insights into user preferences, perceptions, and behaviors.
- Personalization Metrics:
- Metrics related to the performance of personalized experiences or content variations tailored to individual user characteristics or behavior, such as click-through rates, engagement rates, and conversion rates for personalized recommendations or messaging.
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