Beyond visits and clicks...Or how to develop actionable KPI’s

Antoaneta Nikolaeva

@outfox_sweden

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About Outfox

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Agenda

•Web analytics and KPI’s

•What is a KPI and how do we define it?

•Some KPI measurement failures and how to avoid them

•KPI presentation techniques

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Just to make it clear ...

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Why web analytics and KPI’s?

Website objective

Visitor behavior

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Website objective

Visitor behavior

Conversion

Why web analytics and website KPI’s?

Use KPI’s to understand how well you are doing against your website objectives

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The Web Analytics Process

Understand business objectives Web analytics

Why?%What?%Who?% Define%KPI:s%%

Configure)your)web)analy/cs)solu/on)

Start%tes(ng%

Implement(a(web(analy-cs(solu-on((

Con$nuously)follow)and)analyze)your)KPI:s)

Validate(your(implementa0on(

KPI process

Con$nuous'improvement'

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The KPI Process

Define%your%KPI:s%

Define%your%website%objec5ves%

How does this reflect the web?!

Mission and vision!

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Some questions to ask your clients

What business objectives and goals do you have, regardless of channel?

Which goal is the most important?

What business questions do you want answered?

How do you use the web as a tool for achieving your business objectives?

What is your strategy for achieving your goals?

What do you know about your target audiences?

What are your major challenges?

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The SMARTASSED KPI development framework

* work in progress10

Specific: Definition and calculation

Meaningful: Does it impact revenue, cost, satisfaction?

Actionable: Is it achievable? What is the criteria for achieving the goal?

Responsible: Does it have a clear ownership?

Trendable: Is it comparable over time? Can it be trended?

Agreed: Is it agreed by the organization/client?

Segmentable: Can it be segmented for further analysis?

Sources: Which are the sources of data - GA, E-mail service, database..?

Expectations: Are assumptions and expectations a factor?

Driving: Does it drive the organization forward? How do we accomplish it?

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Some KPI examples

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Acquisition rate (political party website)

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Cost per lead(B2B websites)

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Inspire-to-buy ratio(e-commerce product websites)

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Common failures & how to avoid them

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KPI’s vs Metrics

A KPI is a metric but a metric is not necessarily a KPI!

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Nice to know vs need to know

Average time on site

Number of clicks on our Adwords

Page views

E-mails sent

Visits

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?Don’t mix up your data!

Without visits to mobile site2.8%

Mother’s day gift donations

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Get to know your visitors

Ask the right questionsBe short Be concise

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Read more about Operation SmileFind opportunities to volunteerRead more about donations and maybe donateMake a donationOther

0%

10%

20%

30%

40%

35% 34%

16%

11%

4%

Everybody is not your audience

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Define Your Target!

0%

4%

8%

11%

15%

2%

11%

Conversion rate for donationsVisits with the intention to donate

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Presenting KPI’s

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Don’t get stuck on reporting!

Dare to Take Action!

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✓KPI’s should be derived from organizational objectives and goals✓Measure what matters✓Act

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Thank you!

antoaneta.nikolaeva@outfox.sewww.outfox.se

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