At the Capitol Communicator Convergence in Communications Conference (3C), r2i's Director of Search, Kara Alcamo discussed how to measure the success of a website and the process by which marketers and communications professionals can define success, map that to measurable KPIs, slice through big data, and lay everything out in a meaningful report that provides actionable information.

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Measuring the Success of Your Organization’s Website

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What Is Success?

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What is Success?
In order to measure success, you first must
define it.
Start with overall organizational goals:
• Increase attendance to event(s) by
15%
• Increase donations by 20% YoY

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What is Success?
Once you’ve defined success, determine
how your website can play a role:
• Generate awareness?
• Bring new leads?
• Nurture existing relationships?
• Reduce workload of internal
departments?

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Connecting Goals to KPIs

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Data Overload

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Conversions
Identify site actions that define your business goals
Engagements
Identify site engagements that funnel into those actions
Source
Identify the ways in which people find your website
Segmenting into Small Data

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Site Conversions
411 CLICKS
2,442CLICKS
What site actions define the
business goals that you’ve
identified?
Examples:
• Registrations
• Form fill outs
• Applications

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436 clicks
873 clicks
1,687 clicks
Site Engagements
524 CLICKS
1,256 CLICKS
987 CLICKS
What elements funnel into
those site actions?
Examples:
• Non-conversion clicks
• Video views
• Social shares

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WEBSITE
Traffic Sources

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Organic Search
Secure search is the new normal.
No insight into what phrases convert best for organic visitors.

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Google Webmaster Tools

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Page Performance

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Data Dimensions

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The Mobile Dimension
Mobile-specific Tracking
• Traffic patterns
• Engagement tracking
• Segments for mobile
users (compare desktop
vs mobile)
• Opt-out clicks
• Mobile exit rates/bounce
rates

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Success by Persona

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Path To Engagement

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Path To Engagement
 150 different paths to
engagement
 690 (25%) of them with more than
one interaction

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Reporting

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Confidential 3/28/2014
Reporting
1. Define the audience
2. Ask questions
3. Create context
4. Turn on your right brain
5. Test and adjust

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Visualizing Analytics

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Visualizing Analytics

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Refine and Test
Create Reporting
Outline Data Dimensions
Outline Business Goals
Identify Site Actions that Define Those
Business Goals (Conversions)
Identify Elements that Funnel Into
These Site Actions (Engagements)
Identify How People Find These
Elements and Site Actions (Traffic
Sources)
Recap – Measuring Success

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Kara Alcamo
Director of Search Marketing
R2integrated
@r2integrated
kalcamo@r2integrated.com