Set Goals!

Priit Kallaspriit@dreamgrow.com

The goal of this presentation

Make you think about goals?

What kind of goals to set?

Key performance indicators

The Art of Execution

Most web sitesdo not

have clear goals!

What about yours?

What gets measured,gets done!

Goals

• Business goals

• Measurable...

• ...in cash

...number of sales, cost per action, revenue, downloads, registred users, newsletter signups, cost per action,

service enquiries answered...

It's not a goal if you can't put a number on it!

Just say no!

Key Performance Indicators

• KPIs drive change

• KPIs should indicate businessdevelopment

• KPIs should register changes over time

• Change in KPI needs action or it's not a KPI

• Examples of KPIs...

percent of visitors who search, browse to buy ratio, cart add rate, checkout start rate, checkout completion rate, order conversion rate, average order value, items per order, registred users, forms that request information, online applications, newsletter sign ups, registation to download products and information, referrals to partner sites, precent of support touches served online, average cost per touch, drivers to other support methods, onsite search effectiveness, visits per week, page views per visit, visit lenght, advertising click ratio, ratio of new to returning visitors, recency and frequency, conversion of nonsubscribers to subscribers, active subscriber base, average subscription lenght, page views per visit, average time spent on the site, visits per visitor over a certain period of time, average order value per person who visited branding content compered with those who didn't, customer satisfaction surveys, brand-perception lift

Conversion

Average Order Value

Days & Visits To Action

Visitor Loyalty & Recency

Intent!!!

Task Completion

Competitive Intelligence

• Search Engine Visibility

• Inbound Links

• Compete.com and Google Trends

The Art of Execution

• Measureable

• Achievable

• Relevant

• Rathole-resistant (consider all aspects)

• Measure progress on a weekly basis

• Establish a single point of responsibility

• Follow thru on an issue until it is done or irrelevant

• Reward the achievers

Summary

• Set goals

• KPIs relevant to goals

• Measure, improve, repeat

• Execute tirelessly. Try everything. Experiment!

Thank you!

Questions?Priit Kallas

DreamGrow Digital

priit@dreamgrow.comwww.dreamgrow.com