Common metrics by revenue model

This topic describes how to:

Decide which primary and secondary metrics to use in an experiment
See how other businesses in your space set experiment goals

Setting the right primary, secondary, and monitoring goals helps you design a successful experiment. They also help keep the bigger picture—your overall business goals—in view. Mature testing programs often strategically diversify their secondary and monitoring goals to gather different kinds of data at different stages of the funnel.

Remember to check back in on your secondary and monitoring goals when you interpret your results!

If you use Optimizely Web Experimentation to test on a checkout page, you might need to configure your site for PCI compliance.

E-Commerce funnel

	Home Page	Category Page	Product Page	Shopping Cart	Checkout Page
Primary and Secondary Goals	Product Page views Searches submitted	Product views Subcategory page views Filter use Searches	Add-to-Cart Quantity selection More info Tabs	Continue clicks Checkout pageviews Payment type chosen	All Checkout funnel steps Payment Page views Conversion rate
Monitoring Goals	Search bar opened Top menu clicks	Home Page clicks Menu interactions Searches submitted	Home Page clicks Menu interactions Searches submitted	Home page clicks Back button clicks	Shopping Cart Page views Home Page clicks

Travel funnel

	Home Page	Flight Results	Book Flight	Passenger Details	Flight Options
Primary and Secondary Goals	Searches submitted Category tabs Deals Frequent Flyer	Flight selection Filter Usage Refine Search Sort Order	Continue button Edit search Upsells	Field completion rate Continue button	Continue button Upsells Seat selection
Monitoring Goals	Checkbox Flight tracker	Home Page clicks Menu interactions Site search	Home Page clicks Menu interactions Site search	Field error rate Home Page clicks Menu interactions Site search	Shopping Cart Page views Home Page clicks

B2B and lead generation

B2B and lead generation sites have variable pathways as visitors research products and services, and eventually navigate to the leadgen form.

	Content page	Lead generation page	Product page	Home page
Primary and Secondary Goals	Video plays and lead generation pageviews Case study clicks Contact us clicks Time > 30 seconds	Form conversion rate Form error rate Per form field Attempt rate Successful completion	Testimonial clicks and expands Knowledge base pageviews Product feature clicks or interactions Contact us clicks Time > 30 seconds	Product pageviews Contact pageviews Contact us clicks Searches submitted Menu interactions Sign ups Logins
Monitoring Goals	Menu interactions Home icon clicks Scrolled down	Menu interactions Home icon clicks Scrolled down	Menu interactions Home icon clicks Scrolled down	Menu interactions Home icon clicks Scrolled down

Media funnel

Notice that the Media funnel is inverted, and starts with the Article or Content page (rather than the Home page). The majority of visitors arrive on the site directly from search or social links. In this case, the primary goal often tracks content link clicks pageviews or sessions.

	Content page	Category Page	Home Page
Primary and Secondary Goals	Pageviews per session Video completions per session	Global navigation engagement Search engagement	Global navigation engagement Search engagement
Monitoring Goals	Content link clicks Ad viewability Scroll depth Social shares Video adroll completions Video completions	Content link clicks Ad viewability Scroll depth Social follow clicks

Common metrics by revenue model

E-Commerce funnel

Travel funnel

B2B and lead generation

Media funnel

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User Research

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