Selecting KPIs that matter - SAScon 2015

•

0 likes•1,159 views

Matt Lacey, Head of Optimisation at PRWD, a conversion optimisation specialist firm, gave a presentation at #SASCon about selecting key performance indicators (KPIs) that matter. He discussed how a small decrease in conversion rate can sometimes be good if it increases average order value or margins. He also covered measuring success, being wary of relying only on micro-conversions, setting SMART and strategic KPIs, and tips for setting KPIs like making sure your vision and strategy are clear.

@matt_lacey12 #SASCon
SELECTING KPIs
THAT MATTER
Matt Lacey
Head of
Optimisation

@matt_lacey12 #SASCon
Team of leading conversion optimisation
specialists
Head ofﬁce in Manchester, with clients
across UK and Europe
Work with brands to analyse, research, test
and optimise site experiences
ABOUT PRWD

@matt_lacey12 #SASCon
CAN A ( S M A L L )
CONVERSION
RATE
DECREASE BE
GOOD?
When Average Order Value increases
When there is a considerable saving for the
business
When the product mix changes signiﬁcantly
to favour higher margin products
When return rate improves
Change in LTV/Purchase rate

@matt_lacey12 #SASCon
Result
+28%
Click through rate

@matt_lacey12 #SASCon
Result
+43%
Premium Subscriptions

@matt_lacey12 #SASCon
BE WARY OF RELYING ON
MICRO-CONVERSIONS

@matt_lacey12 #SASCon
ATTEMPT TO GET THE
LONGEST POSSIBLE VIEW OF
CONVERSIONS

@matt_lacey12 #SASCon
VISIONARY KPIs
TACTICAL KPIs
STRATEGIC KPIs

@matt_lacey12 #SASCon
SPECIFIC
MEASURABLE
ATTAINABLE
REALISTIC
TIME-BOUND

@matt_lacey12 #SASCon
WHY SETTING
KPIs IS HARD
You don’t always have a clearly deﬁned and
agreed organisational or departmental
strategy.
It’s possible that you could select and
achieve some KPIs without achieving the
full desired outcome.
Other positive achievements might be
overlooked.
Tough targets without careful consultation
can put pressure on staff morale
It’s a challenge to be selective and not get
overwhelmed by too many KPIs
Data collection and reporting can be
challenging and/or costly

@matt_lacey12 #SASCon
BENEFITS OF
SETTING KPIs
Gain a clear view of performance and
support accountability
Celebrate & reward success
Identify issues and take appropriate
corrective action
Carefully selected KPIs can make goals or
metrics more tangible or more accessible.
Focus your organisation tactics and
activities that support your key strategic
goals.

@matt_lacey12 #SASCon
THREE FINALS
TIPS FOR
SETTING KPIs
1. Make sure that you are clear on
your Vision & Strategy (and be
ﬂexible on tactics).
3. Set a small number of S.M.A.R.T.,
Visionary/Strategic KPIs and
communicate them widely.
2. Think about the values and
behaviours that you want to
encourage.

@matt_lacey12 #SASCon
THANKS
FOR LISTENING
MATT LACEY
Head of Optimisation
@matt_lacey12

This is Matt Lacey's talk from the first ever PRWD Reveal Online. In this talk, Head of Optimisation Matt shares tips to help you get buy-in for a conversion optimisation programme from your senior stakeholders. Areas covered include tackling objections and myth busting, using data to make your case and using the fear of loss in competitive markets to your advantage. If you're struggling to convince senior stakeholders (or even other arms of the business) about the validity of conversion optimisation, this presentation for you. PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

How To Convince Your Boss on CRO

Optimizely

Conversion optimisation is one of the most impactful strategies marketers can employ to drive substantial growth of a business. Despite this, convincing senior management of a new strategic and ongoing process is often more challenging than it should be. In this presentation, we provide tactical takeaways to help you sell CRO to your boss. To hear the recording, click on the link below: http://bit.ly/1PQkZfP

How to Avoid a Website Redesign Disaster Like M&S - Paul Rouke at Marketing W...

PRWD

These are the slides from Paul Rouke's talk 'How to Avoid a Redesign Disaster Like M&S' which he gave at Marketing Week Live 2015. This talk shows you how a data driven approach is transforming the way marketers approach website redesigns and avoid a redesign disaster. It also shows you how you can implement this within a business and the benefits you’ll gain by doing so. Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD. MWL has been described as 'big, it's buzzy, and brilliant.' A conference from the people behind Marketing Week, Econsultancy, Design Week and Creative Review, they're continually striving to better serve the UK's marketing community. To do so, they've created MWL to reflect the biggest opportunities, threats and challenges.

PRWD Reveal Online 2015: The Psychology of Shopping Online - Emma Travis

PRWD

This is Emma Travis' presentation at PRWD Reveal Online 2015. Optimisation Strategist Emma Travis provides an introduction to consumer psychology and how to effectively apply its principles to tap into visitor’s subconscious and encourage them to buy. PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

B2B Email Marketing - Lee Chadwick

InBlackandWhite

Suneet Bhatt - The How and Why of Support Driven Growth

Price Intelligently

How to Improve Your Love Life and Marketing ROI

disruptivead

When organizations get into a high growth phase, everything starts moving faster. From recruiting to onboarding new hires, everything speeds up and becomes more challenging. Compensation is a critical piece of the puzzle that you must get right as you scale quickly. Neglecting to think about compensation planning can cost you top talent, slow down recruiting, and create internal inequities down the line. Attend this webinar and learn: -How comp can help make hiring easier during high growth -Ways to pay fairly across multiple locations -3 options for your comp plan during a merger or acquisition

David apple typeform retention story - saa stock (1)

SaaStock

Ian Baker Career SummaryIan Baker

Metric Misuse

Chris Green

Why we built a retention task force - David Apple VP Customer Success at Type...

SaaStock

Patrick Campbell - The State of the Subscription Economy

Price Intelligently

Orderly Health > 500 Demo Day Batch 20

500 Startups

Sales Webinar | Your 2014 Plan - Close This Performance Gap

Altify

Sales managers are the linch-pin of the sales organization. When sales management fails, sales fails. The TAS Group's Matt Close, EVP Sales, shines the light on the challenges facing front line sales managers, what that's costing sales organizations, and the insights this critical role needs to optimize Sales Performance Management. Your 2014 Plan hinges on getting this right.

Opticon 2015-Hypothesize, Analyze, Optimize: Using Hidden Insights to Perfect...

Optimizely

Featuring speakers from Rue La La, Princess Cruises Abby Lokshin, Product Manager, Mobile, Rue La La Abel Ramos, Product Owner, Shopping and Booking Web Scrum Team, Princess Cruises Testing is an iterative process, oftentimes with confusing or inconclusive results. However, every experiment has something to teach you, and all too often, critical information is left unnoticed! Learn how to look for insights hidden behind the numbers and maximize the utility of every experiment you run.

The Latest, State-of-the-Art in Building a World Class Outbound Team

saastr

How (and why) to Identify Opportunities for Growth!

BizSmart Select

Does size matter and is growth important? In this SlideShare we take a look at both these questions and then take you through a simple but effective framework for identifying opportunities for growth with the highest potential and least risk. Learning objectives: • Understand the impact on size and growth on the potential value of your business • Learn how to apply a simple framework to identify opportunities and classify them according to potential and risk

3 Steps to Creating Growth Using Referral Campaigns

Effin Amazing

Becoming a Cohesive Unit - Caleb Trecek

Marketo

StackCommerce

500 Startups

How to Boost Christmas Conversions

Rachel Waterman

Webinar-How to Do Comp Like Top-Performing Companies

PayScale, Inc.

If you’re looking to make a positive impact to your company's success, you should implement modern pay practices. Findings from the 2017 PayScale Compensation Best Practices Report indicated a strong correlation between modern pay practices and business success. Top-performing companies view pay as an ongoing practice and not an annual event. Compensation is also a key part of their culture and these companies communicate their pay practices clearly. Do you want to know more about how top-performing companies manage compensation? Join PayScale’s Mykkah Herner and Camie Bailey to learn what top-performing companies are doing around pay: -Developing a market strategy and keeping it current -Extending and reinforcing your culture with compensation -Having effective pay conversations

Tamar SEO, Social Media and Mobile - Attribution Modelling

Asad Imam

Planning Your Conversion Optimisation for 2017

PRWD

PRWD Reveal Online 2015: Making Mobile-First a Reality: Optimising Mobile - S...

PRWD

This is Stuart McMillan's presentation at PRWD Reveal Online 2015. 53% of Schuh’s traffic comes from smartphone and it’s growing. Deputy Head of Ecommerce at Schuh discusses how Schuh are beginning to prioritise their biggest traffic segment and how that has filtered into the development of their online experience. The talk is in two halves: firstly, there some broad approaches to working mobile first and secondly, there are some practical examples of optimising our mobile experience on the responsive site. PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

PRWD Reveal Online 2015: The Creativity Behind a Successful Optimisation Prog...

PRWD

These are Nicole Prior's slides from the first ever PRWD Reveal Online. In this presentation, Senior Optimisation Strategist Nicole analyses the four key points your business needs to get right in order for conversion optimisation to be successful for your business. This involves a variety of collaboration techniques to get all arms of the business involved and bought in on the project, how to reduce cognitive load for your team and your customers, how to get really creative with your A/B testing and much more. PRWD Reveal is a one day conference that shows you how to implement a robust growth strategy which can deliver major uplifts in sales revenue and profitability, as well as changing the way you develop your brand, innovate your offering and redesign your website.

What's hot

How to Lie (to Yourself) With SaaS Statistics: Lessons from DFJ

saastr

Riding the Growth Curve and Staying on Top

Dan Powdermaker

Webinar-Comp Strategies for Fast Growing Companies

PayScale, Inc.

David apple typeform retention story - saa stock (1)

SaaStock

Ian Baker Career SummaryIan Baker

Metric Misuse

Chris Green

Why we built a retention task force - David Apple VP Customer Success at Type...

SaaStock

Patrick Campbell - The State of the Subscription Economy

Price Intelligently

Orderly Health > 500 Demo Day Batch 20

500 Startups

Sales Webinar | Your 2014 Plan - Close This Performance Gap

Altify

Opticon 2015-Hypothesize, Analyze, Optimize: Using Hidden Insights to Perfect...

Optimizely

The Latest, State-of-the-Art in Building a World Class Outbound Team

saastr

How (and why) to Identify Opportunities for Growth!

BizSmart Select

3 Steps to Creating Growth Using Referral Campaigns

Effin Amazing

Becoming a Cohesive Unit - Caleb Trecek

Marketo

StackCommerce

500 Startups

How to Boost Christmas Conversions

Rachel Waterman

Webinar-How to Do Comp Like Top-Performing Companies

PayScale, Inc.

Tamar SEO, Social Media and Mobile - Attribution Modelling

Asad Imam

What's hot (19)

How to Lie (to Yourself) With SaaS Statistics: Lessons from DFJ

Riding the Growth Curve and Staying on Top

Webinar-Comp Strategies for Fast Growing Companies

David apple typeform retention story - saa stock (1)

Ian Baker Career Summary

Metric Misuse

Why we built a retention task force - David Apple VP Customer Success at Type...

Patrick Campbell - The State of the Subscription Economy

Orderly Health > 500 Demo Day Batch 20

Sales Webinar | Your 2014 Plan - Close This Performance Gap

Opticon 2015-Hypothesize, Analyze, Optimize: Using Hidden Insights to Perfect...

The Latest, State-of-the-Art in Building a World Class Outbound Team

How (and why) to Identify Opportunities for Growth!

3 Steps to Creating Growth Using Referral Campaigns

Becoming a Cohesive Unit - Caleb Trecek

StackCommerce

How to Boost Christmas Conversions

Webinar-How to Do Comp Like Top-Performing Companies

Tamar SEO, Social Media and Mobile - Attribution Modelling

Viewers also liked

Planning Your Conversion Optimisation for 2017

PRWD

PRWD Reveal Online 2015: Making Mobile-First a Reality: Optimising Mobile - S...

PRWD

PRWD Reveal Online 2015: The Creativity Behind a Successful Optimisation Prog...

PRWD

Forget About Conversion Rate, It's All About Growth - Paul Rouke at Figaro Di...

PRWD

Here are the slides for Paul's talk at Figaro Digital. With substantial budgets going to acquisition, digital marketers are neglecting a vital part of their marketing strategy: Conversion Optimisation. On-site optimisation can deliver the best return on investment of any marketing activity. In this presentation Paul reveals the crucial elements you need to get the 541% ROI that we deliver on average during an optimisation programme. Figaro Digital is a full-day event dedicated to the issues shaping digital marketing in 2015. Featuring speakers from the UK's smartest brands, agencies and technology providers, the event explores customer experience, omni-channel strategies, content, technology and more.

Top Optimisation Pitfalls & How To Learn From Them - Chris McCormick at Conve...

PRWD

How to Boost Christmas Conversions

PRWD

Why Are We Doing Cro? What Are We Doing Here? - Paul Rouke at Conversion Conf...

PRWD

This presentation deals with the big question facing our industry: why are we doing CRO? In this thought provoking talk Paul will share a wide range of insights and tips so you can significantly improve your decision making and impact optimisation is having on your business, as well as discussing whether it is time to ditch the CRO acronym altogether. Conversion Conference is the UK's leading dedicated conference to all things conversion optimisation.

CRO: The science of UX

PRWD

Find out how to develop a balance between UX design and business objectives to ultimately create websites that are a pleasure to use but are also profitable. From in-depth user research to persuasion and psychology, PRWD's Senior UX Designer Phil and Senior Optimisation Strategist Emma provide insight into their successful methodology with real life case studies and actionable takeaways to help you optimise your design processes.

Conversion Optimisation - Create The Foundations For Your Growth & Success

PRWD

At Gpec Summit 2016, the most important e-commerce event in Central and Eastern Europe, Paul Rouke delivered a keynote presentation explaining what are the four foundational pillars that every business needs to understand and develop. They are foundations which the worlds leading brands have established, including Booking.com, Amazon and ASOS. Why is all this important? If businesses want to truly succeed in becoming customer centric and using conversion optimisation to grow their business and take market share, it simply will not happen without the right foundations in place.

Iterative versus innovative testing: Exploiting the Full Spectrum of Testing ...

PRWD

These are the slides from Paul Rouke's talk 'From Iterative to Innovative Testing' which he gave at Elite Camp 2015 in Talinn, Estonia. How progressive are your tests? Is radical testing part of your company culture? How do you use testing as part of a website redesign? Do you test business level hypotheses? Gain a first hand understanding of when to do innovative testing, how you can develop innovative test hypotheses, and see how companies are changing their culture and whole approach to testing for growth. Paul Rouke is the Founder & Director of Optimisation at PRWD. Elite Camp is a highly practical event. No fluff, no theoretical debates, just an event which provides 100% practical, actionable content, delivered by highly-sought after experts, and infused with hardcore networking.

The 4 Critical Areas for Successful CRO - Paul Rouke at Conversion World 2015

PRWD

These are the slides from Paul Rouke's impromptu talk at Conversion World 2015 'The 4 Critical Areas for Successful CRO'. In this talk, Paul Rouke outlines the 4 critical areas a business needs to get right, in order to generate exceptional growth from a data driven culture full of continuous testing and learning. It provides insights formed from experiences delivering Conversion Optimisation programmes for brands such as Trend Micro, The North Face, The Student Room, Schuh, Vans and Speedo. Paul Rouke is Founder & Director of Full-Service Conversion Optimisation Agency PRWD. Conversion World is the world's 1st online CRO conference, with 30 global conversion experts providing insights and valuable takeaways over the course of 3 days.

The Four Steps to Digital Transformation - PRWD Founder & CEO Paul Rouke

PRWD

At Integrated Live 2016 PRWD Founder & CEO presented the Four steps to digital transformation. Paul has worked in digital transformation since his 1st role in the digital industry in 1999, were he became the 1st web designer at Shop Direct, now a multi-billion UK retailer. In this presentation Paul shares client stories in digital transformation from brands Schuh, Skyscanner, Moss Bros, AO.com and Wilko

How To Avoid a Website Redesign Disaster - Paul Rouke at Digital Marketing Sh...

PRWD

Viewers also liked (13)

Planning Your Conversion Optimisation for 2017

PRWD Reveal Online 2015: Making Mobile-First a Reality: Optimising Mobile - S...

PRWD Reveal Online 2015: The Creativity Behind a Successful Optimisation Prog...

Forget About Conversion Rate, It's All About Growth - Paul Rouke at Figaro Di...

Top Optimisation Pitfalls & How To Learn From Them - Chris McCormick at Conve...

How to Boost Christmas Conversions

Why Are We Doing Cro? What Are We Doing Here? - Paul Rouke at Conversion Conf...

CRO: The science of UX

Conversion Optimisation - Create The Foundations For Your Growth & Success

Iterative versus innovative testing: Exploiting the Full Spectrum of Testing ...

The 4 Critical Areas for Successful CRO - Paul Rouke at Conversion World 2015

The Four Steps to Digital Transformation - PRWD Founder & CEO Paul Rouke

How To Avoid a Website Redesign Disaster - Paul Rouke at Digital Marketing Sh...

Similar to Selecting KPIs that matter - SAScon 2015

You're testing what!

Nexer Digital

Matt presents the four types of test every Ecommerce business should be running. He explains how to identify what to test and how to prioritise your testing schedule, as well as settling once and for all the question “what’s wrong with testing button colours”? He’ll cover pricing and price framing, proposition testing and radical redesigns to optimise for engagement and conversion. Key take-aways for each section are shared ready for businesses to go and implement in their own organisation.

What Would Beyonce Do? 5 Fierce PPC Tactics To Make Your Account A Superstar ...

Maddie Cary Deuel

Understanding RSA Performance by Looking at KPIs That Matter

Catalyst

Catalyst’s Cara deBeer attended SMX West 2019 to join the insightful paid search panel “Ad Testing In A Multi-Format World.” As part of the panel, Cara focused on how to analyze and understand RSA performance by examining important KPIs. In her presentation, Cara discusses how to implement SA360. Here is her step-by-step guide for implementing SA360 and her steps for separating RSA results from ETA results.

Marketing Metrics - The Smart Marketer's Advantage

Pardot

PulseCheck2016 How we make customer success a company-wide priority

Gainsight

Lean startups metrics fo investment darabos

Andrea Darabos

Lessons from Hired CEO: How to Move from Transactional to Recurring Revenue

saastr

Why You Need to Speak the Language of Marketing Performance

Origami Logic

Rtp rsp16-good data-finaldeck

G3 Communications

What Would Beyonce Do? Fierce PPC Tactics to Make Your Account A Super Star B...

Search Marketing Expo - SMX

Driving Growth Through Customer Centricity

Sales and marketing leaders are asking themselves how to effectively compete and grow their business in a connected society where traditional business value drivers have become a commodity. Insights2020 is a global initiative focused on uncovering the drivers of customer-centric growth and helping leaders: - Define the role of insights & analytics in driving business strategy and growth - Build and organize the function for success - Emulate the leadership competencies and behaviors of over-performing organizations

Sales And Marketing Alignment PowerPoint Presentation Slides

SlideTeam

Presenting this set of slides with name - Sales And Marketing Alignment Powerpoint Presentation Slides. Our topic specific Sales And Marketing Alignment Powerpoint Presentation Slides presentation deck contains twentytwo slides to formulate the topic with a sound understanding. This PPT deck is what you can bank upon. With diverse and professional slides at your side, worry the least for a powerpack presentation. A range of editable and ready to use slides with all sorts of relevant charts and graphs, overviews, topics subtopics templates, and analysis templates makes it all the more worth. This deck displays creative and professional looking slides of all sorts. Whether you are a member of an assigned team or a designated official on the look out for impacting slides, it caters to every professional field.

Lessons learned from 3k SaaS Companies - Patrick Campbell, CEO, Price Intelli...

SaaStock

How To Set Up A Powerful Sales Funnel PowerPoint Presentation Slides

SlideTeam

How To Set Up A Powerful Sales Funnel PowerPoint Presentation Slides are designed to cater to sales professionals and marketers. Use this comprehensive PPT deck to represent the sales funnel of your organization. Illustrate the sales pipeline with the help of this professionally designed PowerPoint presentation. Convey how to boost sales through a sales pipeline. Demonstrate how your organization can work towards growth. Depict various sales drivers like sales pitches and business strategies. Explain your firm’s sales process using state-of-the-art data visualization tools featured in this PPT presentation. Showcase sales trend analysis in a dashboard-style diagram. Our PowerPoint theme also assists you in consolidating the customer journey map. Make use of the tabular format to compile the different stages at a glance. Communicate benchmarks for sales operations based on the performance of your competitors. Elucidate sales team productivity, and sales operations maturity assessment through our versatile PPT presentation. So, hit the download button and begin instant personalization. Our How To Set Up A Powerful Sales Funnel PowerPoint Presentation Slides are explicit and effective. They combine clarity and concise expression. https://bit.ly/3lu71I9

Major Sales Growth Drivers For Every Organization And Industry PowerPoint Pre...

SlideTeam

Major Sales Growth Drivers For Every Organization And Industry PowerPoint Presentation Slides is designed to nail business conferences. The smart professional visual appeal of this sales growth strategy PowerPoint slideshow immediately captures the audience’s interest. Cutting-edge graphics by design specialists and data gathered by industry experts are combined to create this sales dashboard PowerPoint complete deck. State-of-the-art data visualization featured in this sales KPIs PPT theme helps you in easily mapping out the sales process. Demonstrate ways to optimize sales through the sales pipeline. Walk your audience through factors like a high-level business strategy that serve as drivers for growth. Use this sales growth metrics PowerPoint presentation to showcase how to perfect your pitching skills. Consolidate the needs, problems, solutions, and plans of target customers in a neat tabular format. Communicate how the steps involved in creating a sales strategy using this PPT template deck. Present a sales trend analysis, customer journey map, and sales team productivity. Hit the download icon and begin instant personalization. Our Major Sales Growth Drivers For Every Organization And Industry PowerPoint Presentation Slides are topically designed to provide an attractive backdrop to any subject. Use them to look like a presentation pro. https://bit.ly/38v149U

Technology, Sales & Marketing Tips for B2B or SaaS Businesses

Connect Labs

Forget your feelings: How to actually quantify your buyer personas - SaaSFest...

Price Intelligently

As an industry we've been talking about buyer personas for over a decade, yet few of us are actually using them in the proper manner. Instead, we create cute avatars and pretty names to characterize our personas without getting into the nitty gritty of who these people are on a quantified level. In this presentation at Price Intelligently's SaaSFest 2016, Patrick Campbell walks through a step by step process for actually quantifying your buyer personas to accelerate your learnings and growth.

PulseCheck 2016 | How we re-segmented our clients using adoption and nps- nic...

Gainsight

Protecting the magic and transforming the rest_Board_Marks&Spencer

National Retail Federation

Embrace Analytics to Dramatically Improve Retail Performance

Celect

Similar to Selecting KPIs that matter - SAScon 2015 (20)