E-Commerce Chapter 6 Marketing & Advertising
open rate
% of customers who open e-mail
attrition rate
% of customers who purchase once, but do not return within a year
click-through rate (e-mail)
% of e-mail recipients who clicked through to the offer
delivery rate
% of e-mail recipients who received e-mail
retention rate
% of existing customers who continue to buy
abandonment rate
% of shoppers who begin a shopping cart, but then fail to complete it
stickiness (duration)
average length of time visitors remain at a site
recency
average number of days elapsed between visits
view time
how long the video ad actually stays in view while it plays
completion rate
how many viewers watch the complete video ad
view-through rate (VTR)
measures the 30-day response rate to an ad
hits
number of http requests received by a firm's server
page views
number of pages requested by visitors
impressions
number of times an ad is served
viewability rate
percentage of ads that are actually seen by people online
bounce-back rate
percentage of e-mails that could not be delivered
loyalty
percentage of purchasers who return in a year
reach
percentage of the total number of consumers in a market who will visit a site
conversion rate
percentage of visitors who purchase something
acquisition rate
percentage of visitors who register or visit product pages
view-to-cart ratio
ratio of "Add to cart" clicks to product views
cart conversion rate
ratio of actual orders to "Add to cart" clicks
checkout conversion rate
ratio of actual orders to checkouts started
browse-to-buy ratio
ratio of items purchased to product views
unique visitors
the number of distinct, unique visitors to a site
click-through rate (CTR)
the percentage of people exposed to an online advertisement who actually click on the banner