How to develop actionable KPIs for your website

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

WHICH OF THE FOLLOWING COULD BE REASONABLE KPIS FOR HYPERISLAND.COM

# 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