Which of the following KPIs is the best indicator of driving incremental shoppers to a retailer's website?

The best indicator of driving incremental shoppers to a retailer's website is the metric measuring Percent New Users. This KPI specifically tracks the percentage of visitors who have not previously interacted with the website, effectively highlighting how many new customers are being attracted. Incremental shoppers refer to new customers who would not have visited without the current marketing efforts. A high percentage of new users suggests that marketing initiatives are successful in reaching and converting fresh audiences.

In contrast, the Conversion Rate reflects the effectiveness of turning visitors into purchasers, but it does not differentiate between new and returning customers. AOV is focused on the average amount spent per transaction and doesn’t provide insight into shopper acquisition. Click Through Rate measures the effectiveness of an ad in generating clicks but doesn’t specifically address the new visitor aspect. Therefore, Percent New Users stands out as the most relevant metric in indicating success in attracting incremental shoppers.