Web Analytics

You can measure the performance of the eBay.com if you know the objectives & goals of the website. The goal of eBay is to buy and sell a broad variety of goods and services globally through online auction and shopping.

Therefore people visit the website to look at products of their interest. If they find a product that fulfils their requirement they might place an auction if it’s a used one – if it’s a new product they may buy it.

Measuring retail websites like eBay can be made easier if we can figure out the KPI’s to focus on e.g. daily revenue, # of new eBay accounts, # of transactions, # of new sellers, # of buyers etc.

Based on some time spent on the site the following questions should be answered while measuring the performance of the website.

1. Did the content on eBay interest the user – can be identified by calculating the Bounce rate or time spent on the website or the number of distinct pages visited or the average time spent per page. I t can also be calculated by looking at the number of distinct new account registrations.

2. Did the user find a good price/bid for buying a product – can be measured by calculating the conversion rate i.e. number of users who register an account & successfully purchase/bid for a product. It can also be computed by looking at the average revenue generated through transactions.

3. Did the user found the steps of adding a product to the cart & buying it convenient – can be measured by looking at the number of people who successfully completed the task of buying a product after they added it to the cart or who initiated the process of buying and completed it successfully.

4. Are the users satisfied with the process of buying, selling & bidding convenient– this can be measured by looking at the number of people who have submitted a query on the contact us tab or gone through the security center section or the help bidding & buying section. It may also be calculated by looking at...