Using Key Performance Indicators to Drive Your Web Strategy

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Defining meaningful and measurable objectives is key to business success online as well as offline. Key Performance Indicators are an important tool for defining, measuring and tracking those objectives.

One in a series of presentations on Strategic Internet Marketing from Toronto interactive agency, Fruition Interactive (http://www.fruitioninteractive.com)

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  • Using Key Performance Indicators to Drive Your Web Strategy

    1. 1. Key Performance Indicators for Web success kent wakely fruition interactive kent@fruitioninteractive.com january 27, 2010
    2. 2. about fruition interactive founded in 2001 create exceptional business results for our clients by creating great online experiences full service interactive agency strategy web design mobile development eMail marketing search metrics social media
    3. 3. about fruition interactive clients you might recognize ...and lots of smb clients you might not recognize
    4. 4. ...and now the meat...
    5. 5. what are Key Performance Indicators?
    6. 6. something you can count something you can change something that matters
    7. 7. why should I care?
    8. 8. ideas
    9. 9. ideas ideas ideasideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideas ideas ideasideas ideasideas ideas ideas ideas ideas ideasideas ideasideas ideasideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideasideasideas ideas ideas ideasideas ideas ideas ideas ideasideas ideas ideas ideasideasideas ideasideasideas ideas ideasideasideas ideas ideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideasideas ideas ideasideas ideas ideasideas
    10. 10. ideas ideas ideasideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideas ideas ideasideas ideasideas ideas ideas ideas ideas ideasideas ideasideas ideasideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideasideasideas ideas ideas ideasideas ideas ideas ideas ideasideas ideas ideas ideasideasideas ideasideasideas ideas ideasideasideas ideas ideas ideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideasideas ideas ideasideas ideas ideasideas
    11. 11. ideas ideas ideas ideas ideasideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideasideas ideasideas ideasideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideasideasideas ideas ideas ideasideas ideas ideas ideas ideasideas ideas ideas ideasideasideas ideasideasideas ideas ideasideasideas ideas ideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideasideas ideas ideasideas ideas ideasideas
    12. 12. ideas ideas ideas ideas ideasideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideasideas ideasideas ideasideas ideas ideasideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideasideasideas ideas ideas ideasideas ideas ideas ideas ideasideas ideas ideas ideasideasideas ideasideasideas ideas ideasideasideas ideas ideas ideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideas ideas ideas ideasideas ideas ideas ideasideas ideas ideasideas ideas ideasideas
    13. 13. ideas ideas ideas
    14. 14. they give you focus
    15. 15. how do I decide what to measure?
    16. 16. revenue KPIs profit cash
    17. 17. good # of leads generated conversion rate of visitors to leads cost per lead newsletter sign-ups blog comments
    18. 18. not so good total visitors total page views number of internet users number of people who shop online
    19. 19. tell me again why this matters?
    20. 20. priority setting
    21. 21. KPI = conversion rate (visitors to leads) strong call easy contact strong to action mechanism content
    22. 22. goal setting
    23. 23. KPI = total leads generated goal = I want X leads this quarter KPI = conversion rate (visitors to leads) goal = I want X percent of visitors to become leads KPI = cost per lead goal = I want to reduce my cost per lead to $X
    24. 24. budget setting
    25. 25. success factor: new clients = 5 goal 1: leads generated = 25 goal 11: cost per lead = $100 budget = $2,500
    26. 26. recap: Key Performance Indicators things you can measure and act on connect with overall business success help you set priorities, goals, budgets
    27. 27. contact info question about this presentation? email: kent@fruitioninteractive.com phone: 416-628-4880 want a digital copy of this presentation? email: kent@fruitioninteractive.com www.fruitioninteractive.com

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