How to develop actionable KPIs for your website

•

5 likes•1,162 views

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.

7.11.2013
STOCKHOLM
HYPER ISLAND
DDS14

!

KEY PERFORMANCE
INDICATORS
BEYOND VISITS & CLICKS

ANTOANETA NIKOLAEVA
Business Engagement Manager - Web Analytics
DT Group-Wolseley

WRITE DOWN THE FIRST WORD
THAT COMES INTO YOUR MIND
WHEN I SAY
“KEY PERFORMANCE INDICATOR”

•

P.S. There is no
wrong answers

•

Widely recognised & understood

•

Easy to collect and present

•

Critical

•

Helps with diagnosis.

KPI’S FOR THE DIGITAL WORLD

Mission and vision!
How does this reﬂect the web?!
Deﬁne%your%website%objec5ves%
Deﬁne%your%KPI:s%

WRITE DOWN ONE BUSINESS
GOALS FOR YOUR CLIENT’S
WEBSITE/ORGANISATION
Examples of objectives:
•

Increase revenue

•

Increase awareness about a certain
cause

•

Increase leads

!

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

#RE-TWEETS

#VISITS

#E-MAILS SENT
#PAGEVIEWS

“VANITY METRICS”

Make us feel good but
do not have impact on the business

BAD KPI HABITS

•

Measuring too many things

•

Reporting “nice to know” metrics

•

Brainstorming your KPIs

•

Lacking management support

!

E-COMMERCE
•

Conversion Rate

•

Revenue

•

Cost per Acquisition

•

Cart abandonment
rate

CHARITY
WEBSITE
•

Conversion Rate for
donations

•

% of monthly direct
debit donations

•

% of volunteer
applications

WHICH OF THE FOLLOWING COULD
BE REASONABLE KPI S FOR
HYPERISLAND.COM

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

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

clicktale.com

qualaroo.com

visualwebsiteoptimizer.com

WHEN ONE DATA SOURCE IS
NOT ENOUGH

Free student account : www.tableausoftware.com/academic/
students

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.

I CHALLENGE YOU…

DON’T GET STUCK ON REPORTING &
ANALYSING.
ACT!

GREAT MEETING YOU!

ANTOANETA

!

ani @ dtgroup.dk
linkedin.com/in/anikolaeva

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一模一样【微信：A575476】【新西兰奥塔哥大学毕业证（otago毕业证）成绩单Offer】【微信：A575476】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。【业务选择办理准则】一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。留信网认证的作用: 1:该专业认证可证明留学生真实身份 2:同时对留学生所学专业登记给予评定 3:国家专业人才认证中心颁发入库证书 4:这个认证书并且可以归档倒地方 5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息 6:个人职称评审加20分 7:个人信誉贷款加10分 8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才 → 【关于价格问题（保证一手价格）我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子我给客户的都是第一手的代理价格，因为我想坦诚对待大家不想跟大家在价格方面浪费时间对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！

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https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs. In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs. Industry expert Scott Sehlhorst will: • Introduce a taxonomy for user goals with real world examples • Present the Onion Diagram, a tool for contextualizing task-level goals • Illustrate how customer journey maps capture activity-level and task-level goals • Demonstrate the best approach to selection and prioritization of user-goals to address • Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs

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一比一原版新西兰奥塔哥大学毕业证（otago毕业证）如何办理

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How to develop actionable KPIs for your website

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. WRITE DOWN THE FIRST WORD THAT COMES INTO YOUR MIND WHEN I SAY “KEY PERFORMANCE INDICATOR” • P.S. There is no wrong answers

3. • Widely recognised & understood • Easy to collect and present • Critical • Helps with diagnosis.

5. KPI’S FOR THE DIGITAL WORLD Mission and vision! How does this reflect the web?! Define%your%website%objec5ves% Define%your%KPI:s%

6. WRITE DOWN ONE BUSINESS GOALS FOR YOUR CLIENT’S WEBSITE/ORGANISATION Examples of objectives: • Increase revenue • Increase awareness about a certain cause • Increase leads !

7. 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

8. BEWARE OF..

9. #RE-TWEETS #VISITS #E-MAILS SENT #PAGEVIEWS “VANITY METRICS” Make us feel good but do not have impact on the business

10. BAD KPI HABITS • Measuring too many things • Reporting “nice to know” metrics • Brainstorming your KPIs • Lacking management support

11. SOME KPI EXAMPLES

12. ! E-COMMERCE • Conversion Rate • Revenue • Cost per Acquisition • Cart abandonment rate

13. CHARITY WEBSITE • Conversion Rate for donations • % of monthly direct debit donations • % of volunteer applications

14. WHICH OF THE FOLLOWING COULD BE REASONABLE KPI S FOR HYPERISLAND.COM

15. 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

16. 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

17. COLLECTING & ANALYSING KPI DATA

18. clicktale.com qualaroo.com visualwebsiteoptimizer.com

19. WHEN ONE DATA SOURCE IS NOT ENOUGH Free student account : www.tableausoftware.com/academic/ students

20. 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.

21. I CHALLENGE YOU… DON’T GET STUCK ON REPORTING & ANALYSING. ACT!

22. GREAT MEETING YOU! ANTOANETA ! ani @ dtgroup.dk linkedin.com/in/anikolaeva

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