How to measure websites with no clear conversions?

Finding great KPIs is never easy. But if you don’t have any obvious conversions it is even more difficult.

Have you ever thought about government websites? How would you measure the performance of a parliament’s website? Or the performance of an informational website?

Commonly, these use obviously bad KPIs like visits, sessions and average session duration.

Here some alternative metrics:

📌 Engaged time on site / page
📌 Adjusted bounce rate
📌 Use of interactive tools & calculators.
📌 Frequency and recency of visits
📌 Task completion rate
📌 Time spent on watching videos
📌 Video view rate
📌 File downloads (documents, whitepapers, forms to be printed)
📌 Visits to important content (media pages, press releases, annual reports)
📌 Newsletter subscriptions
📌 Clicks on email addresses & phone numbers
📌 NPS

Do you still think there is nothing to measure on your informational website?