The group identified different types of non-commerce sites and broke into groups to determine key business objectives for each:

Healthcare
o Engagement, specifically measured as time on site
o Page views (of specific pages sometimes, but usually just overall)
o Lead generation (especially for B2B)
o Conversions (sign-ups for emails, register for classes, request a prescription)

Financial Services
o Form completions
o Transaction completions
o Returning visits
o Onsite click-throughs

Education
o Pay –per-click metrics
o Page views (of specific pages sometimes, but usually just overall)
o Conversions to contributions and alumni donation
o Use conversion metrics for key segments – specifically around students, faculty and alumni

Government
o Downloads, especially of PDFs
o Form Completions (Scenario Analysis/Conversion rates)
o Path Analysis

Branding
o Conversions
o Registered users
o Referrals
o Engagement (page views, time on site, etc.)
o Campaign performance

Media/Advertising
o Visits (general traffic/usage numbers)
o Single page visits and referrals
o Bounce rates
o Repeat visitors
o Page views


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