How to develop actionable KPIs for your website

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Lecture for Hyper Island students in the Digital Strategist Program in Stockholm.
The presentation goes through how to develop actionable KPIs for the website that can be use to evaluate your digital presence.

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How to develop actionable KPIs for your website

  1. 1. 7.11.2013 STOCKHOLM HYPER ISLAND DDS14 ! KEY PERFORMANCE INDICATORS BEYOND VISITS & CLICKS ANTOANETA NIKOLAEVA Business Engagement Manager - Web Analytics DT Group-Wolseley
  2. 2. WRITE DOWN THE FIRST WORD THAT COMES INTO YOUR MIND WHEN I SAY “KEY PERFORMANCE INDICATOR” • P.S. There is no wrong answers
  3. 3. • Widely recognised & understood • Easy to collect and present • Critical • Helps with diagnosis.
  4. 4. KPI’S FOR THE DIGITAL WORLD Mission and vision! How does this reflect the web?! Define%your%website%objec5ves% Define%your%KPI:s%
  5. 5. WRITE DOWN ONE BUSINESS GOALS FOR YOUR CLIENT’S WEBSITE/ORGANISATION Examples of objectives: • Increase revenue • Increase awareness about a certain cause • Increase leads !
  6. 6. 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
  7. 7. BEWARE OF..
  8. 8. #RE-TWEETS #VISITS #E-MAILS SENT #PAGEVIEWS “VANITY METRICS” Make us feel good but do not have impact on the business
  9. 9. BAD KPI HABITS • Measuring too many things • Reporting “nice to know” metrics • Brainstorming your KPIs • Lacking management support
  10. 10. SOME KPI EXAMPLES
  11. 11. ! E-COMMERCE • Conversion Rate • Revenue • Cost per Acquisition • Cart abandonment rate
  12. 12. CHARITY WEBSITE • Conversion Rate for donations • % of monthly direct debit donations • % of volunteer applications
  13. 13. WHICH OF THE FOLLOWING COULD BE REASONABLE KPI S FOR HYPERISLAND.COM
  14. 14. UNIQUE VISITORS % OF PROGRAM APPLICATIONS # OF FACEBOOK FOLLOWERS COURSE VIEWS TO REGISTRATION RATIO TIME ON WEBSITE # OF VIDEOS WATCHED RANKING IN GOOGLE INTEREST IN CONSULTATIONS
  15. 15. 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
  16. 16. COLLECTING & ANALYSING KPI DATA
  17. 17. clicktale.com qualaroo.com visualwebsiteoptimizer.com
  18. 18. WHEN ONE DATA SOURCE IS NOT ENOUGH Free student account : www.tableausoftware.com/academic/ students
  19. 19. 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.
  20. 20. I CHALLENGE YOU… DON’T GET STUCK ON REPORTING & ANALYSING. ACT!
  21. 21. GREAT MEETING YOU! ANTOANETA ! ani @ dtgroup.dk linkedin.com/in/anikolaeva

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