website KPIs norm
in China
2013. July
Tool: Alexa
KPI: Bounce rate, Daily PV, Daily Time, Search Visits
Industry: Bank, Internet retailer, Automobile, IT/Smartp...
Bounce Rate
Category
Bounce Rate
(average)
Bounce Rate
(median)
Bank 46.17% 44.65%
Internet
retailer
36.95% 35.60%
Automob...
Search Visits
Category
Search Visit
(average)
Search Visit
(median)
Bank 12.75% 11.65%
Internet
retailer
9.22% 7.95%
Autom...
PV/Time
Category
Daily PV
(average)
Daily Time
(average)
Bank 2.71 3:29
Internet
retailer
8.54 7:34
Automobile 2.27 10:25
...
Average bounce rate is higher than other counties in most of
categories
Search inflow is relatively lower in online platfor...
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Web visitors' KPI

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personal memo compiled by Alexa data

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Web visitors' KPI

  1. 1. website KPIs norm in China 2013. July
  2. 2. Tool: Alexa KPI: Bounce rate, Daily PV, Daily Time, Search Visits Industry: Bank, Internet retailer, Automobile, IT/Smartphone, Cosmetics/Skincare, Fashion retailer, Beverage, Alcohol, Snack, Healthcare/Wellness, English study, Shampoo Brand: Pickup 6 brand from each category randomly (not reflect market share due to data limitation or domain is not divided to global and China).
  3. 3. Bounce Rate Category Bounce Rate (average) Bounce Rate (median) Bank 46.17% 44.65% Internet retailer 36.95% 35.60% Automobile 50.70% 49.10% IT/Smartphone 37.07% 41.20% Cosmetics/ Skincare 55.02% 50.25% Fashion retailer 32.05% 27.10% Category Bounce Rate (average) Bounce Rate (median) Beverage 55.18% 57.50% Alcohol 54.72% 55.80% Snack 74.25% 74.90% Healthcare/ Wellness 56.70% 60.45% English study 47.89% 44.80% Shampoo 52.30% 62.50%
  4. 4. Search Visits Category Search Visit (average) Search Visit (median) Bank 12.75% 11.65% Internet retailer 9.22% 7.95% Automobile 19.53% 17.85% IT/Smartphone 18.40% 19.55% Cosmetics/ Skincare 17.95% 16.45% Fashion retailer 15.50% 17.80% Category Search Visits (average) Search Visits (median) Beverage 18.95% 17.80% Alcohol 29.48% 18.90% Snack 23.40% 15.25% Healthcare/ Wellness 7.57% 5.70% English study 28.60% 22.30% Shampoo 14.28% 12.80%
  5. 5. PV/Time Category Daily PV (average) Daily Time (average) Bank 2.71 3:29 Internet retailer 8.54 7:34 Automobile 2.27 10:25 IT/Smartphone 3.44 3:18 Cosmetics/ Skincare 2.64 2:12 Fashion retailer 5.59 4:10 Category Daily PV (average) Daily Time (average) Beverage 1.66 1:38 Alcohol 1.88 1:55 Snack 1.32 1:14 Healthcare/ Wellness 4.31 4:46 English study 2.53 2:22 Shampoo 2.02 1:28
  6. 6. Average bounce rate is higher than other counties in most of categories Search inflow is relatively lower in online platform provider like internet retailer or some of health management company due to higher direct visitors.

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