Post on 28-Nov-2014
description
KEY PERFORMANCE INDICATORSBEYOND VISITS & CLICKS
7.11.2013 STOCKHOLM HYPER ISLAND DDS14 !
ANTOANETA NIKOLAEVA
Business Engagement Manager - Web Analytics
DT Group-Wolseley
WRITE DOWN THE FIRST WORD THAT COMES INTO YOUR MIND WHEN I SAY “KEY PERFORMANCE INDICATOR”
• P.S. There is no wrong answers
• Widely recognised & understood
• Easy to collect and present
• Critical
• Helps with diagnosis.
KPI’S FOR THE DIGITAL WORLD
Define%your%KPI:s%
Define%your%website%objec5ves%
How does this reflect the web?!
Mission and vision!
WRITE DOWN ONE BUSINESS GOALS FOR YOUR CLIENT’S WEBSITE/ORGANISATION
Examples of objectives:
• Increase revenue
• Increase awareness about a certain cause
• Increase leads
!
A GOOD KPI
Core: Based on outcomes and organisational mission
Meaningful: Impacts revenue, cost savings or satisfaction
Simple & specific: Easily understood
Actionable: determines if the organisation is heading to the right direction
Can be trended over time
Possible to segment
Target: Has a goal value that is reachable
BEWARE OF..
“VANITY METRICS” Make us feel good but
do not have impact on the business
#VISITS
#PAGEVIEWS
#RE-TWEETS
#E-MAILS SENT
BAD KPI HABITS
• Measuring too many things
• Reporting “nice to know” metrics
• Brainstorming your KPIs
• Lacking management support
SOME KPI EXAMPLES
!
E-COMMERCE • Conversion Rate
• Revenue
• Cost per Acquisition
• Cart abandonment rate
CHARITY WEBSITE • Conversion Rate for
donations
• % of monthly direct debit donations
• % of volunteer applications
# OF FACEBOOK FOLLOWERS
TIME ON WEBSITE
COURSE VIEWS TO REGISTRATION RATIO
# OF VIDEOS WATCHED
UNIQUE VISITORS
RANKING IN GOOGLE
% OF PROGRAM APPLICATIONS
INTEREST IN CONSULTATIONS
YOU ARE THE CEO OF …..( YOUR CLIENT’S NAME) !WRITE DOWN THE KPI THAT YOU WOULD SET FOR YOUR ONLINE BUSINESS.
Tie it to the business objective that you’ve set
COLLECTING & ANALYSING KPI DATA
visualwebsiteoptimizer.com
clicktale.com
qualaroo.com
WHEN ONE DATA SOURCE IS NOT ENOUGH
Free student account : www.tableausoftware.com/academic/students
BREAK INTO GROUPS AND DISCUSS BUSINESS OBJECTIVES AND KPI MEASUREMENT FOR THE CLIENT YOU’VE BEEN WORKING ON. !CHOOSE MAX 3 KPIS TO SUGGEST TO YOUR CLIENT.
I CHALLENGE YOU…
DON’T GET STUCK ON REPORTING & ANALYSING. ACT!
GREAT MEETING YOU!
ANTOANETA !
ani @ dtgroup.dk
linkedin.com/in/anikolaeva