The document discusses three key metrics that marketers should focus on: 1) Micro conversion rates, which measure touchpoints along the customer journey. Segmenting traffic and testing improvements led to a 282% increase in micro conversions and 57% increase in macro conversions for one company. 2) Bounce rates, which should be analyzed by segment to understand different user motivations. One company increased conversions 200% through audience segmentation and targeted landing pages. 3) Return on content, as all companies are increasingly investing in content without clear ways to measure returns. Metrics need to evolve from output measures like views to outcome measures like leads and sales.

1. The Right Metrics to Optimize Jeff Cram
Experience Optimization: Three Metrics every ISITE Design
The Right should FocusOptimize
marketer Metrics to on @jeffcram
@jeffcram
#MITXInnoExc @ MITX Innovation Forum
August 8, 2012 ISITE Design

2. The backdrop
MITX Innovators Exchange
August 8, 2012
Four measurement-minded folks each bring their
top three metrics to optimize.
The audience debates.
Will there be one KPI left standing?
Let’s dive in….
The Right Metrics to Optimize @jeffcram
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3. We have a day two problem
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4. The Right Metrics to Optimize @jeffcram
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5. Metric #1
Micro Conversion Rates
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6. Measuring touchpoints along the journey
Source: B2Bstories.com
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7. From marketing optimization to experience optimization
Source: Scott Brinker
http://www.chiefmartec.com/post-click-marketing/
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8. ??????
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9. Which test won?
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10. 282% Micro conversion rate increase
57% Macro conversion rate increase
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11. Metric #2
Bounce Rate
by Segment
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12. Bounce Rate
The measure of how many visitors
come to a page on your site and leave
without viewing any other pages
A standard-issue KPI
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13. “They came, they
puked, they left”
Avinash Kaushik
Digital Marketing Evangelist, Google
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14. So, what’s a
“good” bounce
rate anyway?
(Beware of averages)
Source: Kiss Metrics
http://blog.kissmetrics.com/bounce-rate/
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15. Bounce rate segmentation
Segment by Why it matters
Keyword group Keywords show visitor intent. High bounce rates suggest the
need for more segmented post click experiences.
Persona Each user has different motivations that should inform the
content and user experience strategy
Browser/device Isolating mobile traffic and specific browsers can pinpoint
specific areas to optimize
Previous page Context matters and the prior page and link can better
inform what the user’s intent and expectation.
Location Many businesses are very location specific. More targeted
location-based content can help reduce bounce rates.
Page load time Slow-loading pages are proven to increase bounce rates and
conversion rates.
Onsite search Internal site searches are often overlooked. Many return
very few relevant results
The Right Metrics to Optimize @jeffcram
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16. SolarWorld Americas increases conversion
by 200% with audience segmentation and
geo-targeted landing pages
Source: http://www.isitedesign.com/insight-blog/12_05/solarworld-americas
The Right Metrics to Optimize @jeffcram
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17. Metric #3
Return on Content
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18. Everyone is investing in content
Source: Content Marketing Institute
http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
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19. Renting vs. owning
Source: Content Marketing ROI eBook - Eloqua & Kapost
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20. The content confidence gap
Source: Content Marketing Institute
http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
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21. Moving to multi-channel measurement
Source: What Counts
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22. Thanks
Jeff Cram
ISITE Design
617-401-2295
jcram@isitedesign.com
The Right Metrics to Optimize @jeffcram
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