The Website Performance Dashboard provides insights on shopper engagement with each element of your website. Here you can track how online shoppers get to your website, what they do while on your site and get details on the actions they take that are most likely to result in lead submission.

Each module in the website performance dashboard is defined below.

Top Movers is split into two modules for the top five metrics that are trending either positively or negatively for a selected time period. Each metric is listed in ranked order with the numeric value for the selected time period (Time Period) and a comparison period (Comp Period). The positive or negative percent change is indicated with an up, down, or neutral arrow, and is used to rank the metrics in terms of movement. Each metric can be expanded to show individual data points that contribute to the metric. Each data point includes numeric values, trends, and percentage change for the selected time period and its comp.

Top Movers tells you which sections and interactions on your website might require attention. If a metric remains flat, it likely doesn't need urgent attention. However, a list of metrics that have changed significantly since the previous period shows how user behavior is shifting, highlighting trends you may need to monitor or discuss with your team.

Visits is a key performance indicator that measures the total number of unique website visitors to your website during the selected time period as well as supporting acquisition metrics. Visitor data is broken out by User Type. This indicates whether the visitor is a first time visitor (Visit Number = 1) or returning for a subsequent visit (Visit Number = 2+).

Vehicle Detail Page (VDP) Views is a key performance indicator that measures the total number of unique website visitors visiting VDPs on your website during the selected time period. The data available for each VDP includes:

In the chart for this module you can see the data broken out by vehicle model. The lines in the chart plot cumulative VDP pageviews over the selected time period and comparison period. The underlying bars show the daily trend of the metric broken out by model.

Form Submissions presents data in a chart and table format. The chart includes lines for the total number of forms successfully submitted through your website during the selected time period. A secondary line shows the total number of forms successfully submitted during the selected comparison period. Bar charts represent daily values of successful form submissions, broken down by channel.

On hover, you can see numeric data for each day in the chart. Daily numeric data includes the total number of successful form submissions on a given day, compared to a corresponding date from the comparison period. Numeric data for each channel is also provided, along with the percentage of total for each parameter. Note: the comparison period dates are not represented on x-axis of the chart, but can be found on hover for each day in the selected time period.

The data table shows the cumulative number of successful form submissions during the selected time period, broken down by the selected data view (model, device, or channel). The Form Start Rate and Form Completion Rate are also provided. Together, these metrics provide a picture of form effectiveness by pointing out any gaps in forms being started but not finished.

Form Submission Overview represents all of your website visits for the selected time period, broken down by the channel they navigated to your website from. The outer ring of the donut chart shows the proportion of website visits by channel, while the inner ring shows the proportion of form submissions by channel. Numeric data for each channel is available on hover and in the table underneath the chart.

Comparing the proportion of form submissions to website visits is an important measure of channel performance since it lets you know which channels are performing well with respect to lead generation. If a typically lower funnel channel is responsible for a large proportion of visits, but a small proportion of leads, it may be an indicator that it’s time to reassess your marketing strategy.

This is a deep dive into your website form submissions, and gives you the option to view your daily form submissions by the following dimensions:

Interaction Overview provides six metrics that are important for monitoring how visitors are navigating and consuming content on your website. Each metric includes numeric data for the selected time period, a percentage change from the comparison period, and a line chart giving a snapshot of the performance of that metric during the selected time period. Daily metrics are available on hover on the line chart.

The individual interaction metrics include:

High, Mid, Low AXIs is a measure of the quality of traffic visiting your website. It helps you understand the composition of your traffic and how it changes over time, based on the level of engagement and interest shown by shoppers.

AXI is a score that ranges from 0 to 10, with higher scores indicating more engaged and interested visitors. The AXI score is calculated based on various factors, such as the number of pages viewed, time spent on the site, and interactions with specific elements on the page.

Each visit to your website is categorized into one of three AXI categories:

High, Mid, Low AXI provides valuable insights into the quality of your website traffic, allowing you to make data-driven decisions to improve your marketing strategies, user experience, and overall website performance. By monitoring and analyzing the AXI distribution over time, you can identify trends, uncover potential issues, and take appropriate actions to optimize your website and attract more engaged and interested visitors.

Audi Experience Index (AXI) is calculated based on a series of High Value Actions (HVAs) that positively contribute to a high AXI score. HVAs are the most important website actions that high-quality visitors tend to perform.

HVAs are the specific actions or behaviors that visitors with the highest AXI scores commonly take on your website. These actions provide insights into user behavior and help identify the most crucial website interactions that contribute to a high AXI score.

Each HVA has a positive impact on a visitor's AXI score. For example, if an action shows "+0.5 points," it means that when a user performs that action, their AXI score will increase by 0.5 points, all other factors being equal.

Actions Contributing to High AXI Visitors includes the top six HVAs shoppers take on your website along with the impact that action has on their AXI score. For each HVA, the percentage of your total website traffic performing that action is provided, indicating how prevalent each desired behavior is among your visitors.

How to Use HVAs and AXI Score

By understanding and leveraging HVAs and the AXI score, you can gain valuable insights into your website's performance, identify key areas for optimization, and ultimately drive more high-quality traffic and conversions.