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@matt_lacey12 #SASCon
SELECTING KPIs THAT MATTER
Matt LaceyHead of Optimisation
@matt_lacey12 #SASCon
Team of leading conversion optimisation specialists
Head office in Manchester, with clients across UK and Europe
Work with brands to analyse, research, test and optimise site experiences
ABOUT PRWD
@matt_lacey12 #SASCon
CAN A ( SMA L L )
CONVERSION RATE DECREASE BE GOOD?
When Average Order Value increases
When there is a considerable saving for the business
When the product mix changes significantly to favour higher margin products
When return rate improves
Change in LTV/Purchase rate
@matt_lacey12 #SASCon
MEASURING SUCCESS
@matt_lacey12 #SASCon
@matt_lacey12 #SASCon
@matt_lacey12 #SASCon
@matt_lacey12 #SASCon
Result
+28% Click through rate
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Result
+43% Premium Subscriptions
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BE WARY OF RELYING ON MICRO-CONVERSIONS
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ATTEMPT TO GET THE LONGEST POSSIBLE VIEW OF
CONVERSIONS
@matt_lacey12 #SASCon
SELECTING KPIs
@matt_lacey12 #SASCon
VISIONARY KPIs
TACTICAL KPIs
STRATEGIC KPIs
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KPI ARCHITECTURE
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KPI ARCHITECTURE
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SPECIFIC MEASURABLE ATTAINABLE REALISTIC TIME-BOUND
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WHY SETTING KPIs IS HARD
You don’t always have a clearly defined and agreed organisational or departmental strategy.
It’s possible that you could select and achieve some KPIs without achieving the full desired outcome.
Other positive achievements might be overlooked.
Tough targets without careful consultation can put pressure on staff morale
It’s a challenge to be selective and not get overwhelmed by too many KPIs
Data collection and reporting can be challenging and/or costly
@matt_lacey12 #SASCon
BENEFITS OF SETTING KPIs
Gain a clear view of performance and support accountability
Celebrate & reward success
Identify issues and take appropriate corrective action
Carefully selected KPIs can make goals or metrics more tangible or more accessible.
Focus your organisation tactics and activities that support your key strategic goals.
@matt_lacey12 #SASCon
THREE FINALS TIPS FOR SETTING KPIs
1. Make sure that you are clear on your Vision & Strategy (and be flexible on tactics).
3. Set a small number of S.M.A.R.T., Visionary/Strategic KPIs and communicate them widely.
2. Think about the values and behaviours that you want to encourage.
@matt_lacey12 #SASCon
THANKS FOR LISTENING
MATT LACEY Head of Optimisation
@matt_lacey12