How to develop actionable KPIs for your website
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Transcript of How to develop actionable KPIs for your website
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KEY PERFORMANCE INDICATORSBEYOND VISITS & CLICKS
7.11.2013 STOCKHOLM HYPER ISLAND DDS14 !
ANTOANETA NIKOLAEVA
Business Engagement Manager - Web Analytics
DT Group-Wolseley
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WRITE DOWN THE FIRST WORD THAT COMES INTO YOUR MIND WHEN I SAY “KEY PERFORMANCE INDICATOR”
• P.S. There is no wrong answers
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• Widely recognised & understood
• Easy to collect and present
• Critical
• Helps with diagnosis.
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KPI’S FOR THE DIGITAL WORLD
Define%your%KPI:s%
Define%your%website%objec5ves%
How does this reflect the web?!
Mission and vision!
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WRITE DOWN ONE BUSINESS GOALS FOR YOUR CLIENT’S WEBSITE/ORGANISATION
Examples of objectives:
• Increase revenue
• Increase awareness about a certain cause
• Increase leads
!
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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
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BEWARE OF..
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“VANITY METRICS” Make us feel good but
do not have impact on the business
#VISITS
#PAGEVIEWS
#RE-TWEETS
#E-MAILS SENT
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BAD KPI HABITS
• Measuring too many things
• Reporting “nice to know” metrics
• Brainstorming your KPIs
• Lacking management support
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SOME KPI EXAMPLES
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!
E-COMMERCE • Conversion Rate
• Revenue
• Cost per Acquisition
• Cart abandonment rate
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CHARITY WEBSITE • Conversion Rate for
donations
• % of monthly direct debit donations
• % of volunteer applications
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# 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
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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
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COLLECTING & ANALYSING KPI DATA
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visualwebsiteoptimizer.com
clicktale.com
qualaroo.com
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WHEN ONE DATA SOURCE IS NOT ENOUGH
Free student account : www.tableausoftware.com/academic/students
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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.
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I CHALLENGE YOU…
DON’T GET STUCK ON REPORTING & ANALYSING. ACT!
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GREAT MEETING YOU!
ANTOANETA !
ani @ dtgroup.dk
linkedin.com/in/anikolaeva