SMART KPIs<br />SMART stands for goals or KPIs that are:<br /><ul><li>Specific. Is the objective applied to measure real-world problems an opportunities and drive performance?
Measurable. Can a quantitative or qualitative attribute be used as a measure?
Actionable. Can the information be used to improve performance? If the objective doesn’t change behaviour in staff to help them improve performance, there is little point in it!
Relevant. Can the information be applied to the specific problem faced by organisations?
Time-related. Does the goal cover a period like month, quarter or year?</li></li></ul><li>Online Marketing <br />Key Performance Indicators<br />
Measurement<br />Key Performance Indicators<br />Measures that help you understand how you are doing against your objectives.<br />highlight success, or failures, for the objectives you have created for your organization<br />Business Objectives:<br />Increase Sales, Increase customer retention, Reduce Acquisition Costs, Increase # of leads, Increase share of voice, Increase quality of leads to sales, Reduce customer service costs <br />
Typical TrackableKPIs<br />Increase Rate & Value of Conversions<br />Increase Average order size (ecommerce apps)<br />Increase Customer Lifetime Value<br />Increase Average Revenue Per User<br />Reduce Cost per Lead & Cost Per Sale<br />Reduce Core Bounce rates<br />Increase Frequency and Return rates<br />Reduce Abandonment rates<br />
Metrics<br />Traffic Related Statistics<br /># Page Views, Visits, Unique Visitors<br />Channel Statistics <br />Decomposition of Organic, Paid, Email, Direct etc..<br />Social Stats<br /># of Twitter, FB, Blog, LinkedIn followers/comments<br /># of 3rd Party Links <br />Partners, Referrals, Promotions, Affiliates <br /># of Newsletter signups<br /># of Site Specific Downloads <br />Webinar Views, Articles, Whitepapers, podcasts<br />
Acquisition Strategy<br />How good is the acquisition strategy? Traffic Sources Report.<br />Around 40% to 50% Search is normal<br />20% or so Direct Traffic.<br />20% to 30% Referring Sites<br />10% Campaigns<br /> <br />
Can then assess $Index value by referrer and content
Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal</li></li></ul><li>Conversion funnels<br /><ul><li>These can be setup for each conversion goal
Consider higher level funnels – or use conversion goals for these</li></li></ul><li>Simple funnel setup and what NOT to do <br />Gotchas 1. The match type also applies to the funnel care with exact match <br />Gotchas 2. Not actually the URL start with /<page><br />Gotchas 3. Including a trailing slash /<br />Gotchas 4. Missing/wrongly assigning goal value<br />Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel<br />http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/<br />NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/<br />
Segment your funnels!<br />Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics<br />
Use Feedback tools for…“Why” not “What”<br />http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/<br />
http://www.4qsurvey.com/<br />“Bad web site. Difficult to find item as no search box provided for short cut” <br />“I can't find any prices on your website” <br />“Would like to see where I can buy products from” .<br />