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.

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