How to tell if your website is a success (or not)
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Bryan Robertson of OpenRoad Communications' presentation from the Just A Click Away PLEI Conference Feb 2011. The presentation covers: Key performance indicators (KPIs) and how to develop them for your website; KPIs for nonprofits; Creating a baseline for your website; and Free analytic tools you can utilize
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How to tell if your website is a success (or not)
- 1. Evaluation: How to tell if your website is a success (or not) Bryan Robertson Senior Analyst OpenRoad Communications
- 2. Shameless Plug About Us, or
- 5. 25 employees
- 6. We design & build:
- 8. Intranets
- 11. Key Performance Indicators CC – Flickr: Ella’s Dad
- 12. KPI – Key Performance Indicator “(KPIs) are simply a tool for assessing the impact of a particular project or activity. While these are often numeric in nature (‘improve sales by 20%’) they can also be qualitative (‘improve staff satisfaction levels’). In either case, metrics provide clear and tangible goals for a project, and criteria for project success.” -- James Robertson “Metrics for knowledge management and content management” Flickr Creative Commons - simlp.co.uk - http://www.flickr.com/photos/biscuitsmlp/2246503687/
- 14. Percent registered visitors
- 15. Percent visits that sign up for newsletter
- 16. Percentage of content greater than 90 days old
- 17. Percentage of content rated 3 stars or higher
- 18. Average number of edits prior to publish
- 20. Success to be assessed
- 21. ROI to be estimated
- 22. Ongoing viability to be tracked
- 23. Lessons to be learnt
- 24. Focus on our goals and priorities
- 25. A way to hold ourselves accountable
- 26. A foundation for a continuous improvement processTarget, 1974 by Jasper Johns
- 27. KPI’s can be used to… Robert Behn, (2003) Why Measure Performance? Different Purposes Require Different Measures, Public Administration Review 63 (5)
- 28. What gets measured gets done Image: http://principle-driven.blogspot.com/2007/04/beyond-minimum.html
- 29. KPI Development
- 32. Clear Strategy Flickr Creative Commons – Christian V. - http://www.flickr.com/photos/shyald/409601105/
- 34. Define Success Flickr Creative Commons - Charlie Cowins – http://www.flickr.com/photos/charliecowins/3891418262
- 35. Success Evidence Financial Behavioural Physical Experiential Attitudinal Technical
- 36. Success Examples
- 37. Exercise Write two examples of success evidence for your organization
- 38. Draft KPIs
- 39. Metric Examples
- 40. Exercise Write two KPIs based on the success evidence you wrote earlier
- 41. Review KPI Fit Flickr Creative Commons - Simon Webster – http://www.flickr.com/photos/12495774@N02/2598973384/
- 42. Review KPI Form “ Use rates, ratios, percentages and averages instead of raw numbers Leverage tachometers and thermometers and stoplights instead of pie charts and graphs Provide temporal context and highlight change instead of presenting tables of data Drive business-critical action” -- Eric T Peterson “The Big Book of Key Performance Indicators”
- 43. Review KPI Function On strategy? Have buy-in? Mission critical? Flickr Creative Commons - JarekPelczynski– http://www.flickr.com/photos/xjara69/3387985048/
- 44. Exercise Do your KPIs pass the Fit, Form, and Function test?
- 45. Non Profits KPIs for
- 46. Flickr Creative Commons - William Warby - http://www.flickr.com/photos/wwarby/4782830692/
- 47. Hurdle 1: Business Models X Online Commerce Advertising Lead Generation Customer Support X X X Not for Profit Advocacy Flickr Creative Commons - Dr. Wendy Longo WTL Photos - http://www.flickr.com/photos/wtlphotos/508572423/
- 48. Hurdle 2: KPIs = Corporate Flickr Creative Commons - Dplanet- http://www.flickr.com/photos/dplanet/94441584/
- 49. Hurdle 3: Terminology Doesn’t seem to Fit Conversion Rate Balanced scorecard Average Order Size Monetization models ROI Time to convert
- 51. Non profit KPI Sources Parallel the strategy / service plan document Review the annual web project list Team discovery session
- 52. Parallel the strategy / service plan document Legal Services Society - Service Plan 2011/2012 – 2013/2014
- 53. Parallel the strategy / service plan document Percent of clients that report using the website within the last 12 months (tri-annual survey) 2. Percent of website-using clients that report that it helped to find an answer (tri-annual survey)
- 54. Review the annual web project list
- 57. Money as metaphor Flickr Creative Commons - Andrew Magill - http://www.flickr.com/photos/amagill/3366720659/
- 58. Google Analytics Goal Settings
- 59. Which pages are worth our time?
- 61. Benchmarking comparing one's business processes and performance metrics to industry bests PP Digital – (CC) Flickr Creative Commons - Dawn Endico – http://www.flickr.com/photos/candiedwomanire/36075713/
- 62. Baseline initial known value which is used for comparison with later data Flickr Creative Commons - Justin Scott Campbell – http://www.flickr.com/photos/29143375@N05/4948013233/
- 65. Measurement Project Planning Development Processes Testing
- 67. Measurement
- 68. Data points for trend Flickr Creative Commons - Patrick Hoesly - http://www.flickr.com/photos/zooboing/4183276010/
- 69. Determine baseline Flickr Creative Commons - Ben Hulley – http://www.flickr.com/photos/benhulley/98129438/
- 70. Reporting
- 71. Action Flickr Creative Commons - Jeffrey Beall – http://www.flickr.com/photos/denverjeffrey/1244696611/
- 72. Tools
- 73. Clickstream
- 75. Heat maps Crazyegg.com Clickdensity.com
- 76. Outcomes
- 77. Mixpanel Event tracking Visitor retention Funnel tracking
- 78. Userfly Session recording for understanding usability Along the lines of Tealeaf and Clicktale
- 80. Experimentation Intro to Google Site Optimizer
- 81. A / B Testing
- 82. Multivariate Testing A Titles: A B C Images: 1 1 2 3 Combinations: B C A 1 A 2 A 3 B 1 B 2 B 3 C 1 C 2 C 3 2 3 Intro to Google Site Optimizer
- 83. Multivariate Testing A 1 A 2 A 3 B 1 B 2 B 3 C 1 C 2 C 3
- 85. Voice of Customer Kiss Insights 4Q
- 87. Traffic log aggregators Compete.com Alexa.com
- 88. Search terms intelligence Google Trends Google Insights
- 89. Questions ? Any
- 90. Flickr Creative Commons - mandiberg– http://www.flickr.com/photos/theredproject/3302110152/
- 91. Bryan Robertson bryanr@openroad.ca 604.694.0554 x105 http://bit.ly/glvQOy twitter.com/bryantrobertson
Notes de l'éditeur
- OpenRoad clients
- Key Performance Indicators, I like to use James Robertson’s definition. James is principle at Step 2 Designs in Australia and does a lot of Intranet consulting.
- You don’t want to jump into measurement without a strategy. It is absolutely critical to have an articulated strategy. Where you are , where you are going. Why. Objectives, goals, imperatives. At OpenRoad we use a number of different tools to help clients elicit their strategy into a tangible format. Approach us during a break if you are interested in how that works. If you don’t have a strategy, don’t be embarrassed or ashamed. Many of our clients do not. Just take the time to produce one.
- Once you have a strategy, you need to define success for your site. What will precipitate the fist pump for the site? What outcomes are we looking for out the other side? What evidence will exist that the Intranet has succeeded?This process can be done collectively or in isolation, but bear in mind that buy in is a critical component to KPIs and performance measurement. A group effort may be preferable because you’ll go through a lot of context in the process of identifying the results you want to see and it is often more effective to go through that journey as a group than to do it solo and then try to get everyone on the same page after the fact.The Stacey Barr results mapping process is a great way to do this and is a method that I have integrated into my process with clients.
- Money as a metaphor
- Benchmarking. This is a US Geological Survey benchmark. USGS is actually a ThoughtFarmer client. Anyone from USGS here today?Benchmarking is the process of comparing one's business processes and performance metrics to industry bests and/or best practices from other industries.If you are interested in Benchmarking, make sure you are here tomorrow when Intranet Benchmarking Forum Director for North America Andy Jankowski presents at 9:45. IBF is of course a sponsor of SISV.
- Baseline, on the other hand because apparently baselining is not a word, I’m using what is more of a medical definition which is “is information found at the beginning of a study or other initial known value which is used for comparison with later data.”
- So, as we all know, launching a new intranet is very easy.
- Thank you