Figure 4-17. Monthly Traffic result sample # of SKUs/listings This cell is optional because this information is often difficult to ascertain. Here, you will track how many items or listings are available for the product. In the case of an ecommerce site like Zappos, you’ll track SKUs (stock keeping units, see Figure 4-18). Each SKU represents one item for sale on the site. For example, on Zappos I can currently see that there are more than 13,828 men’s shoes (SKUs) for sale by simply clicking the link for the top level of the men’s shoes category. You could use this as a point of comparison to other sites selling in that category. In the case of a video-sharing or content-producing site, you’ll want track how many videos/articles are actually on the site. In the case of a transactional product/platform, you’ll want to know how much stuff is in there, even if it’s a rough estimate based on a few search queries. The problem with this attribute is that there’s no magic button that you can click to give you this information. In many cases, there are design conventions such as “infinite scroll” that prevent you from easily knowing how many more results could be displayed. Try searching for a common word that would apply to a lot of listings. For a clothing site, you could try a word like “shoe” or “shirt.” The goal is for you to have data to compare. For example, what is the total result of one product — watches, for example — across multiple competitor products? You want to establish how empty or full the competitor’s site is. Is it actually offering what it’s promising to the user? If it’s a social networking platform, try to determine how often and how many users are interacting with one another. You might get different results with a variety of word combinations. We are looking for something to estimate against, and you can change the title of the column so it more accurately reflects the substance of your data.