Evaluation:<br />How to tell if your website is a success (or not)<br />Bryan Robertson<br />Senior Analyst<br />OpenRoad ...
Shameless Plug<br />About Us, or<br />
OpenRoad Communications<br /><ul><li> Founded 1995
 Privately held
 25 employees
 We design & build:
 Public Websites
 Intranets
 Web Applications</li></li></ul><li>Service Areas<br />Strategy<br />User Experience Design / Testing<br />Custom Developm...
Key Performance Indicators<br />CC – Flickr: Ella’s Dad<br />
KPI – Key Performance Indicator<br />“(KPIs) are simply a tool for assessing the impact of a particular project or activit...
Example KPIs<br /><ul><li> Percent new visitors
 Percent registered visitors
 Percent visits that sign up for newsletter
 Percentage of content greater than 90 days old
Percentage of content rated 3 stars or higher
Average number of edits prior to publish
 Average time to respond to e-mail inquiries</li></li></ul><li>Benefits of KPIs<br />They allow:<br /><ul><li> Targets to ...
 Success to be assessed
 ROI to be estimated
 Ongoing viability to be tracked
 Lessons to be learnt
 Focus on our goals and priorities
 A way to hold ourselves accountable
 A foundation for a continuous   improvement process</li></ul>Target, 1974 by Jasper Johns<br />
KPI’s can be used to…<br />Robert Behn, (2003) Why Measure Performance? Different Purposes Require Different Measures, Pub...
What gets measured gets done<br />Image: http://principle-driven.blogspot.com/2007/04/beyond-minimum.html<br />
KPI Development<br />
Measurement Process<br />
Measurement Process<br />
Clear Strategy<br />Flickr Creative Commons – Christian V. - http://www.flickr.com/photos/shyald/409601105/<br />
Measurement Process<br />
Define Success<br />Flickr Creative Commons - Charlie Cowins – http://www.flickr.com/photos/charliecowins/3891418262<br />
Success Evidence<br />Financial<br />Behavioural<br />Physical<br />Experiential<br />Attitudinal<br />Technical<br />
Success Examples<br />
Exercise<br />Write two examples of success evidence for your organization <br />
Draft KPIs<br />
Metric Examples<br />
Exercise<br />Write two KPIs based on the success evidence you wrote earlier<br />
Review KPI Fit<br />Flickr Creative Commons - Simon Webster –  http://www.flickr.com/photos/12495774@N02/2598973384/<br />
Review KPI Form<br />“ Use rates, ratios, percentages and averages instead of raw numbers<br />Leverage tachometers and th...
Review KPI Function<br />On strategy?<br />Have buy-in?<br />Mission critical?<br />Flickr Creative Commons - JarekPelczyn...
Exercise<br />Do your KPIs pass the <br />Fit, Form, and Function test?<br />
Non Profits<br />KPIs for <br />
Flickr Creative Commons - William Warby - http://www.flickr.com/photos/wwarby/4782830692/<br />
Hurdle 1: Business Models<br />X<br />Online Commerce<br />Advertising<br />Lead Generation<br />Customer Support<br />X<b...
Hurdle 2:<br />KPIs = Corporate<br />Flickr Creative Commons - Dplanet- http://www.flickr.com/photos/dplanet/94441584/<br />
Hurdle 3: Terminology Doesn’t seem to Fit<br />Conversion Rate<br />Balanced scorecard<br />Average Order Size<br />Moneti...
Leaping the hurdles<br />
Non profit KPI Sources<br />Parallel the strategy / service plan document<br />Review the annual web project list<br />Tea...
Parallel the strategy / service plan document<br />Legal Services Society - Service Plan 2011/2012 – 2013/2014<br />
Parallel the strategy / service plan document<br />Percent of clients that report using the website within the last 12 mon...
Review the annual web project list<br />
Exercise<br />Identify:<br />-  a project from your organization<br />- The Problem solved<br /><ul><li> Success evidence
 a KPI or two</li></li></ul><li>Team Discovery<br />Why does our organization exist?<br />How does the website achieve the...
Money as metaphor<br />Flickr Creative Commons - Andrew Magill - http://www.flickr.com/photos/amagill/3366720659/<br />
Google Analytics Goal Settings<br />
Which pages are worth our time?<br />
Baseline<br />Creating a<br />
Benchmarking<br />comparing one's business processes and performance metrics to industry bests <br />PP Digital – (CC)<br ...
Baseline<br />initial known value which is used for comparison with later data<br />Flickr Creative Commons - Justin Scott...
Measurement Process<br />
Implementation<br />Sound<br />
Measurement Project<br />Planning <br />Development<br />Processes<br />Testing<br />
Measurement Process<br />
Measurement<br />
Data points for trend<br />Flickr Creative Commons - Patrick Hoesly - http://www.flickr.com/photos/zooboing/4183276010/<br />
Determine baseline<br />Flickr Creative Commons - Ben Hulley – http://www.flickr.com/photos/benhulley/98129438/<br />
Reporting<br />
Action<br />Flickr Creative Commons - Jeffrey Beall –  http://www.flickr.com/photos/denverjeffrey/1244696611/<br />
Tools<br />
Clickstream<br />
GA Alternative<br />Piwik<br />
Heat maps<br />Crazyegg.com<br />Clickdensity.com<br />
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How to tell if your website is a success (or not)

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Bryan Robertson of OpenRoad Communications' presentation from the Just A Click Away PLEI Conference Feb 2011.

The presentation covers: Key performance indicators (KPIs) and how to develop them for your website; KPIs for nonprofits; Creating a baseline for your website; and Free analytic tools you can utilize

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  • OpenRoad clients
  • Key Performance Indicators, I like to use James Robertson’s definition. James is principle at Step 2 Designs in Australia and does a lot of Intranet consulting.
  • You don’t want to jump into measurement without a strategy. It is absolutely critical to have an articulated strategy. Where you are , where you are going. Why. Objectives, goals, imperatives. At OpenRoad we use a number of different tools to help clients elicit their strategy into a tangible format. Approach us during a break if you are interested in how that works. If you don’t have a strategy, don’t be embarrassed or ashamed. Many of our clients do not. Just take the time to produce one.
  • Once you have a strategy, you need to define success for your site. What will precipitate the fist pump for the site? What outcomes are we looking for out the other side? What evidence will exist that the Intranet has succeeded?This process can be done collectively or in isolation, but bear in mind that buy in is a critical component to KPIs and performance measurement. A group effort may be preferable because you’ll go through a lot of context in the process of identifying the results you want to see and it is often more effective to go through that journey as a group than to do it solo and then try to get everyone on the same page after the fact.The Stacey Barr results mapping process is a great way to do this and is a method that I have integrated into my process with clients.
  • Money as a metaphor
  • Benchmarking. This is a US Geological Survey benchmark. USGS is actually a ThoughtFarmer client. Anyone from USGS here today?Benchmarking is the process of comparing one&apos;s business processes and performance metrics to industry bests and/or best practices from other industries.If you are interested in Benchmarking, make sure you are here tomorrow when Intranet Benchmarking Forum Director for North America Andy Jankowski presents at 9:45. IBF is of course a sponsor of SISV.
  • Baseline, on the other hand because apparently baselining is not a word, I’m using what is more of a medical definition which is “is information found at the beginning of a study or other initial known value which is used for comparison with later data.”
  • So, as we all know, launching a new intranet is very easy.
  • Thank you
  • How to tell if your website is a success (or not)

    1. 1. Evaluation:<br />How to tell if your website is a success (or not)<br />Bryan Robertson<br />Senior Analyst<br />OpenRoad Communications<br />
    2. 2. Shameless Plug<br />About Us, or<br />
    3. 3. OpenRoad Communications<br /><ul><li> Founded 1995
    4. 4. Privately held
    5. 5. 25 employees
    6. 6. We design & build:
    7. 7. Public Websites
    8. 8. Intranets
    9. 9. Web Applications</li></li></ul><li>Service Areas<br />Strategy<br />User Experience Design / Testing<br />Custom Development<br />Web Analytics<br />
    10. 10.
    11. 11. Key Performance Indicators<br />CC – Flickr: Ella’s Dad<br />
    12. 12. KPI – Key Performance Indicator<br />“(KPIs) are simply a tool for assessing the impact of a particular project or activity.<br />While these are often numeric in nature (‘improve sales by 20%’) they can also be qualitative (‘improve staff satisfaction levels’).<br />In either case, metrics provide clear and tangible goals for a project, and criteria for project success.”<br />-- James Robertson “Metrics for knowledge management and content management”<br />Flickr Creative Commons - simlp.co.uk - http://www.flickr.com/photos/biscuitsmlp/2246503687/<br />
    13. 13. Example KPIs<br /><ul><li> Percent new visitors
    14. 14. Percent registered visitors
    15. 15. Percent visits that sign up for newsletter
    16. 16. Percentage of content greater than 90 days old
    17. 17. Percentage of content rated 3 stars or higher
    18. 18. Average number of edits prior to publish
    19. 19. Average time to respond to e-mail inquiries</li></li></ul><li>Benefits of KPIs<br />They allow:<br /><ul><li> Targets to be set
    20. 20. Success to be assessed
    21. 21. ROI to be estimated
    22. 22. Ongoing viability to be tracked
    23. 23. Lessons to be learnt
    24. 24. Focus on our goals and priorities
    25. 25. A way to hold ourselves accountable
    26. 26. A foundation for a continuous improvement process</li></ul>Target, 1974 by Jasper Johns<br />
    27. 27. KPI’s can be used to…<br />Robert Behn, (2003) Why Measure Performance? Different Purposes Require Different Measures, Public Administration Review 63 (5)<br />
    28. 28. What gets measured gets done<br />Image: http://principle-driven.blogspot.com/2007/04/beyond-minimum.html<br />
    29. 29. KPI Development<br />
    30. 30. Measurement Process<br />
    31. 31. Measurement Process<br />
    32. 32. Clear Strategy<br />Flickr Creative Commons – Christian V. - http://www.flickr.com/photos/shyald/409601105/<br />
    33. 33. Measurement Process<br />
    34. 34. Define Success<br />Flickr Creative Commons - Charlie Cowins – http://www.flickr.com/photos/charliecowins/3891418262<br />
    35. 35. Success Evidence<br />Financial<br />Behavioural<br />Physical<br />Experiential<br />Attitudinal<br />Technical<br />
    36. 36. Success Examples<br />
    37. 37. Exercise<br />Write two examples of success evidence for your organization <br />
    38. 38. Draft KPIs<br />
    39. 39. Metric Examples<br />
    40. 40. Exercise<br />Write two KPIs based on the success evidence you wrote earlier<br />
    41. 41. Review KPI Fit<br />Flickr Creative Commons - Simon Webster – http://www.flickr.com/photos/12495774@N02/2598973384/<br />
    42. 42. Review KPI Form<br />“ Use rates, ratios, percentages and averages instead of raw numbers<br />Leverage tachometers and thermometers and stoplights instead of pie charts and graphs<br />Provide temporal context and highlight change instead of presenting tables of data<br />Drive business-critical action”<br />-- Eric T Peterson “The Big Book of Key<br /> Performance Indicators”<br />
    43. 43. Review KPI Function<br />On strategy?<br />Have buy-in?<br />Mission critical?<br />Flickr Creative Commons - JarekPelczynski– http://www.flickr.com/photos/xjara69/3387985048/<br />
    44. 44. Exercise<br />Do your KPIs pass the <br />Fit, Form, and Function test?<br />
    45. 45. Non Profits<br />KPIs for <br />
    46. 46. Flickr Creative Commons - William Warby - http://www.flickr.com/photos/wwarby/4782830692/<br />
    47. 47. Hurdle 1: Business Models<br />X<br />Online Commerce<br />Advertising<br />Lead Generation<br />Customer Support<br />X<br />X<br />X<br />Not for Profit<br />Advocacy<br />Flickr Creative Commons - Dr. Wendy Longo WTL Photos - http://www.flickr.com/photos/wtlphotos/508572423/<br />
    48. 48. Hurdle 2:<br />KPIs = Corporate<br />Flickr Creative Commons - Dplanet- http://www.flickr.com/photos/dplanet/94441584/<br />
    49. 49. Hurdle 3: Terminology Doesn’t seem to Fit<br />Conversion Rate<br />Balanced scorecard<br />Average Order Size<br />Monetization models<br />ROI<br />Time to convert<br />
    50. 50. Leaping the hurdles<br />
    51. 51. Non profit KPI Sources<br />Parallel the strategy / service plan document<br />Review the annual web project list<br />Team discovery session<br />
    52. 52. Parallel the strategy / service plan document<br />Legal Services Society - Service Plan 2011/2012 – 2013/2014<br />
    53. 53. Parallel the strategy / service plan document<br />Percent of clients that report using the website within the last 12 months (tri-annual survey)<br />2. Percent of website-using clients that report that it helped to find an answer (tri-annual survey)<br />
    54. 54. Review the annual web project list<br />
    55. 55. Exercise<br />Identify:<br />- a project from your organization<br />- The Problem solved<br /><ul><li> Success evidence
    56. 56. a KPI or two</li></li></ul><li>Team Discovery<br />Why does our organization exist?<br />How does the website achieve the goals of the organization?<br />Why do we have a website as opposed to other ways of addressing our audience?<br />For each of the above, how will we know when we have been successful?<br />Go through the evidence types<br />Draft metrics<br />Fit, form, and function<br />
    57. 57. Money as metaphor<br />Flickr Creative Commons - Andrew Magill - http://www.flickr.com/photos/amagill/3366720659/<br />
    58. 58. Google Analytics Goal Settings<br />
    59. 59. Which pages are worth our time?<br />
    60. 60. Baseline<br />Creating a<br />
    61. 61. Benchmarking<br />comparing one's business processes and performance metrics to industry bests <br />PP Digital – (CC)<br />Flickr Creative Commons - Dawn Endico – http://www.flickr.com/photos/candiedwomanire/36075713/<br />
    62. 62. Baseline<br />initial known value which is used for comparison with later data<br />Flickr Creative Commons - Justin Scott Campbell – http://www.flickr.com/photos/29143375@N05/4948013233/<br />
    63. 63. Measurement Process<br />
    64. 64. Implementation<br />Sound<br />
    65. 65. Measurement Project<br />Planning <br />Development<br />Processes<br />Testing<br />
    66. 66. Measurement Process<br />
    67. 67. Measurement<br />
    68. 68. Data points for trend<br />Flickr Creative Commons - Patrick Hoesly - http://www.flickr.com/photos/zooboing/4183276010/<br />
    69. 69. Determine baseline<br />Flickr Creative Commons - Ben Hulley – http://www.flickr.com/photos/benhulley/98129438/<br />
    70. 70. Reporting<br />
    71. 71. Action<br />Flickr Creative Commons - Jeffrey Beall – http://www.flickr.com/photos/denverjeffrey/1244696611/<br />
    72. 72. Tools<br />
    73. 73. Clickstream<br />
    74. 74. GA Alternative<br />Piwik<br />
    75. 75. Heat maps<br />Crazyegg.com<br />Clickdensity.com<br />
    76. 76. Outcomes<br />
    77. 77. Mixpanel<br />Event tracking<br />Visitor retention<br />Funnel tracking<br />
    78. 78. Userfly<br />Session recording for understanding usability<br />Along the lines of Tealeaf and Clicktale<br />
    79. 79. Experimentation / Testing<br />
    80. 80. Experimentation<br />Intro to Google Site Optimizer<br />
    81. 81. A / B Testing<br />
    82. 82. Multivariate Testing<br />A<br />Titles:<br />A<br />B<br />C<br />Images:<br />1<br />1<br />2<br />3<br />Combinations:<br />B<br />C<br />A<br />1<br />A<br />2<br />A<br />3<br />B<br />1<br />B<br />2<br />B<br />3<br />C<br />1<br />C<br />2<br />C<br />3<br />2<br />3<br />Intro to Google Site Optimizer<br />
    83. 83. Multivariate Testing<br />A<br />1<br />A<br />2<br />A<br />3<br />B<br />1<br />B<br />2<br />B<br />3<br />C<br />1<br />C<br />2<br />C<br />3<br />
    84. 84. Behavioural Targeting<br />BT Buckets<br /><ul><li>Free to 5M page views / month</li></li></ul><li>Voice of Customer<br />
    85. 85. Voice of Customer<br />Kiss Insights<br />4Q<br />
    86. 86. Competitive Intelligence<br />
    87. 87. Traffic log aggregators<br />Compete.com<br />Alexa.com<br />
    88. 88. Search terms intelligence<br />Google Trends<br />Google Insights<br />
    89. 89. Questions ?<br />Any<br />
    90. 90. Flickr Creative Commons - mandiberg– http://www.flickr.com/photos/theredproject/3302110152/<br />
    91. 91. Bryan Robertson<br />bryanr@openroad.ca<br />604.694.0554 x105<br />http://bit.ly/glvQOy twitter.com/bryantrobertson<br />

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