London| 18–21 February

Meaningful SEO metrics

Will CritchlowDistilledwww.distilled.net

London| 18–21 February 2013 | #SESLON

London| 18–21 February 2013 | #SESLON

LTVLifetime Value

London| 18–21 February 2013 | #SESLON

RevenueCustomers

London| 18–21 February 2013 | #SESLON

Designed to recognise the

ways a customer is worth more

than their first purchase

London| 18–21 February 2013 | #SESLON

ROIReturn on Investment

London| 18–21 February 2013 | #SESLON

Total profitTotal campaign costs

London| 18–21 February 2013 | #SESLON

Designed to

measure the

effectiveness

of a campaign

London| 18–21 February 2013 | #SESLON

CPACost Per Acquisition

London| 18–21 February 2013 | #SESLON

Total campaign costsNumber of conversions

London| 18–21 February 2013 | #SESLON

Designed to compare the

costs of different channels

They are all broken or hard to measure for SEO

London| 18–21 February 2013 | #SESLON

LTVLifetime Value

London| 18–21 February 2013 | #SESLON

Pitfall:

Easy to double-count

London| 18–21 February 2013 | #SESLON

Analytics packages don’t track people, they track

cookies

London| 18–21 February 2013 | #SESLON

ROIReturn on Investment

London| 18–21 February 2013 | #SESLON

Pitfall:Assumes

costs scale with success

London| 18–21 February 2013 | #SESLON

Would you rather:Spend $1, make $1,000

orSpend $100, make $2,000

London| 18–21 February 2013 | #SESLON

No easy way to spend even $100 on this

London| 18–21 February 2013 | #SESLON

CPACost Per Acquisition

London| 18–21 February 2013 | #SESLON

Pitfalls:Hard to get fully-loaded cost

London| 18–21 February 2013 | #SESLON

SEO:should development costs be included?

London| 18–21 February 2013 | #SESLON

Pitfall:Assumes

costs scale with success

London| 18–21 February 2013 | #SESLON

There is no one metric

My process

London| 18–21 February 2013 | #SESLON

Understand how the business makes money

London| 18–21 February 2013 | #SESLON

Build a simple model

London| 18–21 February 2013 | #SESLON

Remember:The best metrics guide behaviour

KPIs guide executive behaviour: this is doing fine - go think about something else

London| 18–21 February 2013 | #SESLON

We don’t do what we wanted to

blog posts shipped, contacts made, pages updated,

development tickets completed

Campaigns have two failure modes

What we do doesn’t work well

not enough people read our posts, too many people ignore

our emails, bugfixes don’t move the needle

London| 18–21 February 2013 | #SESLON

MeasureACTIVITY & OUTCOMES

London| 18–21 February 2013 | #SESLON

Only worry about costs sometimes

Always consider the margin on an incremental sale

London| 18–21 February 2013 | #SESLON

Make up estimate numbers you don’t know

London| 18–21 February 2013 | #SESLON

Here’s an example output for DistilledU

London| 18–21 February 2013 | #SESLON

…with actuals

London| 18–21 February 2013 | #SESLON

Measure somethingEven before there are any outputs to measure

London| 18–21 February 2013 | #SESLON

Readthe lean startupAnd check out Dave

McClure on AARRR metrics

Build two metrics packs

Build a KPI packTotal LTV by channel, %growth, YoY traffic and revenue growth, 2+ year

forecasts

Build a project steering pack

e.g. …

London| 18–21 February 2013 | #SESLON

OutreachTotal new contacts attempted, responses, successful outcomes

London| 18–21 February 2013 | #SESLON

Conversion Rate Optimisation

Tests run, traffic to each variation, conversions for each variation, number of successful tests run, total improvement in conversion rate

London| 18–21 February 2013 | #SESLON

User satisfaction% of signups who upgrade to paid, % of engaged users, churn rates

London| 18–21 February 2013 | #SESLON

Focus on cohorts

London| 18–21 February 2013 | #SESLON

Focus on cohorts

London| 18–21 February 2013 | #SESLON

Focus on cohorts

Will Critchlow

Founder, Distilled

will.critchlow@distilled.net

@willcritchlow

London| 18–21 February 2013 | #SESLON

Image creditshttp://www.flickr.com/photos/mharvey75/374461497/

http://www.flickr.com/photos/mrsmagic/5848849468/

http://www.flickr.com/photos/drew_anywhere/3736287440/

http://www.flickr.com/photos/mk1971/1348204498/

http://www.flickr.com/photos/anned/6916165944/

http://www.flickr.com/photos/59937401@N07/5929622407/

http://www.flickr.com/photos/dunechaser/125929149/

http://www.flickr.com/photos/madison_guy/6075857102/

http://www.flickr.com/photos/sportsandsocial/2944659915/ http://www.flickr.com/photos/abbyladybug/1253054966/

http://www.flickr.com/photos/rhinoneal/5633001128/ http://www.flickr.com/photos/chickpokipsie/6785991390/in/photostream

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http://www.flickr.com/photos/chmoss/4142167488/ http://www.flickr.com/photos/cristiano_betta/2119577657/