Are single session KPIs Actionable?

One of my fellow students posed the following question to our study group:

According to what I have learned so far from our course and if your concept of single session KPI is correct (I think it is), this type of indicator is not very actionable since it would not be statistically significant. Does it make any sense to measure a single session?

My response:

I’m not sure if I would say that Single Session KPIs are not actionable or statistically significant…   I think they are.

For example if you just spent a bunch of money updating your website, you would be interested to know if the bounce rate decreased, or pages visited increased.  I think you could measure if there was a change that was statistically significant from “site A” to “site B”.   In the same way, you could measure if a certain landing page increased the number of visitors that converted or met a specific goal in that same session vs. another landing page.

What do you think?  Does this make sense or am I off base on this thought…

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3 comments

  1. You have to watch the whole path to conversion – especially if you use the KPI to control your campaigns. Not the last click on a search advertising keyword “hotel hilton madrid” converted a user to a customer. It can be that a banner, a keyword “hotel spain” give the first hint for the hilton hotel.

    Have a read to our article (im German. I hope Google translate it understandable:
    http://bit.ly/cy539f

  2. Hi Mike,

    Thanks for your comment. I agree that the whole path to conversion is incredibly important. Conversion is the big picture goal of course. My question was “can we get actionable info from a single session KPI”?

    I would argue that there are several good metrics that can be pulled from single-session data that ARE actionable. (For example–> do more visitors click to additional pages during one session based on version X vs version Y of the landing page?)

    I did read your article. Nice! Google Translate did a good job. (except on the images) :)
    All the best!

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