The VP of Product for eCom website was on a call with Optiblack
He has just started working on building the analytics for his eCom website, they were doing 3000 orders per month and spending heavily on meta and google ads
One thing that he was looking for was what users are engaging with
So we worked with him to define engagement
The 2 axis of measuring engagement turned out to be
We wanted to know what content, product or features are attracting attention and driving behavior.
Based on the same, we created following dashboards
Following are the detailed engagement metrics and also sharing few dashboards we created as part of the exercise
|
Metric |
Description |
Why It Matters |
|
Page Views per Session |
Number of pages viewed during a user session |
Indicates browsing depth |
|
Time on Page |
Time spent on each page |
Shows interest or potential confusion |
|
Scroll Depth |
How far users scroll down a page |
Reveals content visibility and interest |
|
Click-Through Rate (CTR) |
Clicks on links, banners, products, etc. |
Measures content/product attraction |
|
Add to Cart Rate |
% of product views that lead to add to cart |
Shows interest turning into purchase intent |
|
Remove from Cart Rate |
% of cart items that are removed |
Identifies hesitation or UX issues |
|
Wishlist Usage |
Products saved for later |
Shows intent to purchase in future |
|
Site Search Usage |
% of sessions using site search |
Indicates goal-driven users |
|
Top Search Terms |
Most commonly searched keywords |
Shows user demand and trends |
|
Filter/Sort Usage |
Use of filtering/sorting options |
Reveals discovery behavior |
|
Metric |
Description |
Why It Matters |
|
Product Page Views |
Views per individual product |
Measures product interest |
|
Product Clicks from Listings |
Clicks on products from category or recommendation pages |
Reveals what’s attracting attention |
|
Image Zoom / Gallery Views |
Interaction with product images |
Shows deeper inspection before purchase |
|
Review Reads / Submissions |
Reading or writing product reviews |
Indicates trust-building and engagement depth |
|
Metric |
Description |
Why It Matters |
|
Cart Abandonment Rate |
% of carts where checkout is not completed |
Identifies friction before purchase |
|
Checkout Initiation Rate |
% of carts that begin checkout |
Tracks movement down the conversion funnel |
|
Bounce Rate |
% of users leaving after one interaction |
Low engagement or mismatch with intent |
|
Exit Rate by Page |
% of exits from specific pages |
Reveals pain points or low-value content |
|
Segment |
What to Compare |
Why It Matters |
|
New vs Returning Visitors |
Engagement by user familiarity |
Returning users often have higher intent |
|
Logged-in vs Guest Users |
Behavior differences by login status |
Logged-in users engage more deeply |
|
Mobile vs Desktop |
Engagement and conversions by device |
Optimize UX and layout per platform |
|
Feature |
Interaction Measured |
Why It Matters |
|
Product Recommendations |
Clicks on “related” or “suggested” products |
Shows relevance and personalization impact |
|
Promo Banner Interactions |
Clicks on promotional banners |
Measures promo effectiveness |
|
UGC Engagement |
Interactions with user reviews, photos, Q&A |
Builds social proof and trust |
|
Live Chat Usage |
% of users starting a chat |
Indicates user confusion or need for support |
|
Product Video Views |
How many and how long users watch videos |
Enhances decision-making, especially for big items |