11/10/09 Elena Ibáñez
Aug 20, 2015
11/10/09
Elena Ibáñez
Before determining the metrics for analysing a web performance, it is critic to previously
define the goals of the business as a whole to identify which web goals will be meaningful to
my overall success.
1
11/10/09
Elena Ibáñez
Which questions do we have to ask me to determine our business goals?
2
11/10/09
Elena Ibáñez
Once we have well defined our business goals, we’ll be able to analyze how our web channel
can support them. For this purpose, we’ll establish the conversion funnel and understand,
stage by stage, which are our partial goals and how can we measure them.
3
11/10/09
Elena Ibáñez
How do we establish the conversion funnel? Based on the advertising AIDA model, we follow all the
stages the user make within our business.
4
11/10/09
Elena Ibáñez
Once we have understood how each stage supports the web role in our business, we’ll define several measures that will inform us
about the performance of each stage. These measures are called KPI, that is, Key
Performance Indicators.
5
11/10/09
Elena Ibáñez
How do we construct KPI’s?
6
11/10/09
Elena Ibáñez
Depending on the nature of my business, my KPI’s targets will be determined on one way or
another. We can fix them through different methods:
1. Looking at levels of standard deviation2. Looking at how far a KPI needs to move to fulfill a particular business goal3. Conducting a competitive audit of different companies in my industry
7
11/10/09
Elena Ibáñez
8
Usually, the nature of the site will define the kind of KPI’s we’ll deal with:
11/10/09
Elena Ibáñez
01/10/09
SESSION 1 > GOALS 1
E-commerce Lead generation Costumer service Content sites Branding sites
Metrics related to driving site visitors to
purchase
Metrics related to attracting potential
customers and informing them
Metrics related to reducing expenses
and improving customer
experiences
Metrics related to attracting repeat
visitors, either below an ad’s or
subscription revenue model
Metrics related to the value of their online branded
content
Overall purchase conversion
Overall conversion Call-center service AD: visits per week Page views per visit
Average order size Conversion by campaigns
E-mail service AD: page views per visit
Average time spent on the site
Average order size Drivers to the registration process
Online chat AD: visit length Visits per visitor over time
Items per order Conversion analysis Online self-service AD: Ad click ratio Average order value per person
Purchase conversion Registration-process dropouts
Support touches served online
AD: ratio of new to returning visitors
Costumer satisfaction surveys
Purchase-funnel defectors
Conversion of leads to actual costumers
Average cost per touch
SUS: Active subscriber base
Brand-perception lift
Effect on offline sales Drivers to other support methods
SUS: Average subscription length
First time vs returning buyers
Onsite search effectiveness
SUS: conversion of non subscribers to subscribers
10
ConclusionFor analysing our web metrics, we’ll first we’ll have to have a clear and shared vision of our business goals, then identify the stages in the conversion funnel, then analyse our business
nature and based on that, determine the KPI’s (between 5 and 8) for each of those stages in
the conversion funnel.
11/10/09
Elena Ibáñez