In the end of this keynote, audience members (senior marketers) will be prompted to question and think about the following: Identifying a singular website KPI that they might want to narrow-in on (and how "less = more") Questions/actions to take to their team and/or website-related service providers re: website priorities, expenses, and outputs How they might improve conversations with senior leadership and/or their CEO about their website's KPIs, website's ROI, and website activities/expenses (potentially leading to greater support and/or stronger working relationships)

1. KEYNOTE Is your Website
Generating the ROI that
it Should Be
LONDON, UNITED KINGDOM ~ SEPTEMBER 1 - 2, 2022
DIGIMARCONUK.CO.UK | #DigiMarConUK
Libby Swan
CO-FOUNDER & CEO
AXIONED

2. Who am I? Who are we?
● Co-founder/CEO of Axioned; working with teams to execute technology + web-based projects for
over 20 years.
● Axioned (“actioned”) designs & builds digital user experiences and tech products that give life to
new ideas & businesses. We take action (hence the name) on digital experience ideas, goals, and
visions.
● We're often helping clients deliver on digital projects or activities they otherwise couldn't do due
to bandwidth or technology skillset challenges, and we do this by either augmenting in-house
teams or executing end-to-end digital projects.
● At any moment, the Axioned team is designing, building, testing, or analyzing digital user
experiences - i.e., websites, applications, products or platforms.
● Connect: https://www.linkedin.com/in/libbyswan/ | libby@axioned.com | www.axioned.com

3. Is your website generating the ROI
that it could be?
● ROI = Return on Investment
● What’s Return? Ultimate measure of “return” = “income”
= typically revenues, sales.
● What’s Investment? Ultimate measure of “investment” =
ALL the costs required to generate the desired “return”.

4. Questioning actions & investments
through the lens of ROI
1.Your businesses’ growth (“Returns”) is dependent on the decisions
you make re: what to invest your time & money in (aka
“Investments”)
2.Not everything can be done by everyone all at once; disciplined &
consistent prioritisation is key 🔑
3.Questioning priorities and actions through the lens of ROI increases
your ability to achieve a desirable Return on Investment (ROI)

5. What are some key ROI-related
questions to be asking?
1. What’s your business’ no. #1 or most successful sales slash revenue-
generating channel today?
2. How does your website support this channel? How or where does your
website come into play?
3. To turn your website into a revenue generating engine: What’s the
investment/scale required? What ROI data do you have on competitors
who have made such an investment?
4. If you’re not looking for your website to generate revenues, what is the
“Return” - financially speaking - that you’d like your website to drive or
support?

6. What category does your website fall
into & what are your priority KPIs?
1. Clearly categorize your website; broadcast it
2. Given your category: What are the priority KPIs for this category?
3. Which KPIs will you prioritise & why?
4. Formalize a schedule & process for discussing & actioning your
chosen KPIs
5. Revise and re-broadcast your website’s category & priority KPIs,
frequently

7. Let’s Discuss: What website actions &
investments are you considering?
Discussion Prompts:
● What ROI challenges are you having?
● Investing in Site Speed/Performance?
● Investing in Tech-stack/Infrastructure?
● Investing in User experience Design?
● Investing in Data Analytics?

8. Website Investments & Returns

9. Site Speed/Performance
Return Objective: An improved user experience that
positively impacts (or supports) sales/revenues
Investment:
● Test/audit, fix, re-test - repeat
● Tests include: https://pagespeed.web.dev/
Does the Return outweigh the Investment? This should be
fairly easy to execute on. The Investment/cost here should
be manageable/doable. If you’re presented with something
that’s not, something might be awry.

10. Tech-Stack/Infrastructure
Return Objective: An improved user experience that
positively impacts (or supports) sales/revenues.
Investment options:
● Multiple Platforms: CMS, eCommerce, DXP
● Multiple Cloud Tools: AWS, CloudFlare, Netlify,
Amplify
● Multiple Tech Skills: Javascript, Ruby, DXP-specific,
Decoupled/Headless, DevOps/CI
Does the Return outweigh the Investment? Given the
multiple options and cost variations - the size (scale) of
your business + future scale goals = key.

11. User Experience Design
Return Objective: An improved user experience that positively
impacts (or supports) sales/revenues.
Investment options:
● ID pain-points: User Journey Mapping w/ Site Data, User
Feedback (via site/social)
● Tweak/Improve UX/UI, Observe Results, Repeat
● Tweak/Improve Content (Imagery, Videos, Text), Observe
Results, Repeat
Does the Return outweigh the Investment? Compare/benchmark
against competitors and North Stars. The Investment cost here (for
each atomic project/activity) should be manageable/doable. The
impact on user experience should be measurable.

12. Data Analytics
Return Objective: An improved user experience that
positively impacts (or supports) sales/revenues.
Investment options:
● Data tracking tools/platforms: Tech-
stack/infrastructure dependent + GA4/Google
● Data analytics/trend analysis & reporting
Does the Return outweigh the Investment? If you’re using
data to drive actions related to improving the user
experience, and those actions lead to better results (KPI/s &
Returns), yes, the Return should outweigh the Investment.
Be careful of discussing data for data’s sake.
“The Noise Bottleneck”
Nassim Taleb argues that as
you consume more data and the
ratio of noise to signal
increases, the less you know
about what’s going on and the
more inadvertent trouble you
are likely to cause.

13. In Summary: Website Action &
Investment Options
1. User Experience improvements
2. Site Performance/Speed
3. Tech-Stack/Infrastructure (including the ability to
maintain/enhance your site, efficiently and effectively)
4. Site Reliability - incl. the prevention of downtime/hacks
5. Data Analytics (*keep in mind “Noise Bottleneck”)
6. Frequent action & investment prioritisation
reviews/discussions

14. Thank you
Connect:
https://www.linkedin.com/in/libbyswan/
libby@axioned.com
www.axioned.com