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Elena Ibáñez, profile picture
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Web Analytics: KPI's

The document discusses determining key performance indicators (KPIs) for analyzing web performance. It states that business goals must first be clearly defined to identify which web goals are important. Once goals are set, the conversion funnel and partial goals for each stage can be established. Depending on the business type, 5-8 KPIs will then be selected to measure performance at each stage and inform how well each stage supports the overall business goals. The nature of the site, whether e-commerce, lead generation, etc., will help define the appropriate KPIs to use.

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11/10/09 Elena Ibáñez
Before determining the metrics for analysing a web performance, it is critic to previously define the goals of the business as a whole to identify which web goals will be meaningful to my overall success. 1 11/10/09 Elena Ibáñez
Which questions do we have to ask me to determine our business goals? 2 11/10/09 Elena Ibáñez
Once we have well defined our business goals, we’ll be able to analyze how our web channel can support them. For this purpose, we’ll establish the conversion funnel and understand, stage by stage, which are our partial goals and how can we measure them. 3 11/10/09 Elena Ibáñez
How do we establish the conversion funnel? Based on the advertising AIDA model, we follow all the stages the user make within our business. 4 11/10/09 Elena Ibáñez
Once we have understood how each stage supports the web role in our business, we’ll define several measures that will inform us about the performance of each stage. These measures are called KPI, that is, Key Performance Indicators . 5 11/10/09 Elena Ibáñez
How do we construct KPI’s? 6 11/10/09 Elena Ibáñez
Depending on the nature of my business, my KPI’s targets will be determined on one way or another. We can fix them through different methods: 1. Looking at levels of standard deviation 2. Looking at how far a KPI needs to move to fulfill a particular business goal 3. Conducting a competitive audit of different companies in my industry 7 11/10/09 Elena Ibáñez
8 Usually, the nature of the site will define the kind of KPI’s we’ll deal with: 11/10/09 Elena Ibáñez
01/10/09 SESSION 1 > GOALS 1 E-commerce Lead generation Costumer service Content sites Branding sites Metrics related to driving site visitors to purchase Metrics related to attracting potential customers and informing them Metrics related to reducing expenses and improving customer experiences Metrics related to attracting repeat visitors, either below an ad’s or subscription revenue model Metrics related to the value of their online branded content Overall purchase conversion Overall conversion Call-center service AD: visits per week Page views per visit Average order size Conversion by campaigns E-mail service AD: page views per visit Average time spent on the site Average order size Drivers to the registration process Online chat AD: visit length Visits per visitor over time Items per order Conversion analysis Online self-service AD: Ad click ratio Average order value per person Purchase conversion Registration-process dropouts Support touches served online AD: ratio of new to returning visitors Costumer satisfaction surveys Purchase-funnel defectors Conversion of leads to actual costumers Average cost per touch SUS: Active subscriber base Brand-perception lift Effect on offline sales Drivers to other support methods SUS: Average subscription length First time vs returning buyers Onsite search effectiveness SUS: conversion of non subscribers to subscribers
10 Conclusion For analysing our web metrics, we’ll first we’ll have to have a clear and shared vision of our business goals, then identify the stages in the conversion funnel, then analyse our business nature and based on that, determine the KPI’s (between 5 and 8) for each of those stages in the conversion funnel. 11/10/09 Elena Ibáñez