How to tell if your website is a success (or not)
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The document discusses the importance of key performance indicators (KPIs) in measuring the success of websites, emphasizing both quantitative and qualitative metrics for project assessment. It outlines the measurement process for developing KPIs, including need for a clear strategy and identifying success evidence. The document also highlights various tools and approaches for gathering data to make informed decisions about website performance and organizational goals.
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 RobertsonSenior AnalystOpenRoad Communications
- 2. Shameless PlugAbout Us, or
- 3. OpenRoad Communications Founded 1995
- 5. 25 employees
- 6. We design & build:
- 8. Intranets
- 9. Web ApplicationsService AreasStrategyUser Experience Design / TestingCustom DevelopmentWeb Analytics
- 11. Key Performance IndicatorsCC – 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/
- 13. Example KPIs Percent new visitors
- 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
- 19. Average time to respond to e-mail inquiriesBenefits of KPIsThey allow: Targets to be set
- 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 doneImage: http://principle-driven.blogspot.com/2007/04/beyond-minimum.html
- 29. KPI Development
- 32. Clear StrategyFlickr Creative Commons – Christian V. - http://www.flickr.com/photos/shyald/409601105/
- 34. Define SuccessFlickr Creative Commons - Charlie Cowins – http://www.flickr.com/photos/charliecowins/3891418262
- 36. Success Examples
- 37. ExerciseWrite two examples of success evidence for your organization
- 38. Draft KPIs
- 39. Metric Examples
- 40. ExerciseWrite two KPIs based on the success evidence you wrote earlier
- 41. Review KPI FitFlickr 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 numbersLeverage tachometers and thermometers and stoplights instead of pie charts and graphsProvide temporal context and highlight change instead of presenting tables of dataDrive business-critical action”-- Eric T Peterson “The Big Book of Key Performance Indicators”
- 43. Review KPI FunctionOn strategy?Have buy-in?Mission critical?Flickr Creative Commons - JarekPelczynski– http://www.flickr.com/photos/xjara69/3387985048/
- 44. ExerciseDo your KPIs pass the Fit, Form, and Function test?
- 46. Flickr Creative Commons - William Warby - http://www.flickr.com/photos/wwarby/4782830692/
- 47. Hurdle 1: Business ModelsXOnline CommerceAdvertisingLead GenerationCustomer SupportXXXNot for ProfitAdvocacyFlickr Creative Commons - Dr. Wendy Longo WTL Photos - http://www.flickr.com/photos/wtlphotos/508572423/
- 48. Hurdle 2:KPIs = CorporateFlickr Creative Commons - Dplanet- http://www.flickr.com/photos/dplanet/94441584/
- 49. Hurdle 3: Terminology Doesn’t seem to FitConversion RateBalanced scorecardAverage Order SizeMonetization modelsROITime to convert
- 51. Non profit KPI SourcesParallel the strategy / service plan documentReview the annual web project listTeam discovery session
- 52. Parallel the strategy / service plan documentLegal Services Society - Service Plan 2011/2012 – 2013/2014
- 53. Parallel the strategy / service plan documentPercent 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
- 55. ExerciseIdentify:- a project from your organization- The Problem solved Success evidence
- 56. a KPI or twoTeam DiscoveryWhy does our organization exist?How does the website achieve the goals of the organization?Why do we have a website as opposed to other ways of addressing our audience?For each of the above, how will we know when we have been successful?Go through the evidence typesDraft metricsFit, form, and function
- 57. Money as metaphorFlickr Creative Commons - Andrew Magill - http://www.flickr.com/photos/amagill/3366720659/
- 58. Google Analytics Goal Settings
- 59. Which pages are worth our time?
- 61. Benchmarkingcomparing 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. Baselineinitial known value which is used for comparison with later dataFlickr Creative Commons - Justin Scott Campbell – http://www.flickr.com/photos/29143375@N05/4948013233/
- 67. Measurement
- 68. Data points for trendFlickr Creative Commons - Patrick Hoesly - http://www.flickr.com/photos/zooboing/4183276010/
- 69. Determine baselineFlickr Creative Commons - Ben Hulley – http://www.flickr.com/photos/benhulley/98129438/
- 70. Reporting
- 71. ActionFlickr Creative Commons - Jeffrey Beall – http://www.flickr.com/photos/denverjeffrey/1244696611/
- 72. Tools
- 73. Clickstream
- 76. Outcomes
- 77. MixpanelEvent trackingVisitor retentionFunnel tracking
- 78. UserflySession recording for understanding usabilityAlong the lines of Tealeaf and Clicktale
- 80. ExperimentationIntro to Google Site Optimizer
- 81. A / B Testing
- 82. Multivariate TestingATitles:ABCImages:1123Combinations:BCA1A2A3B1B2B3C1C2C323Intro to Google Site Optimizer
- 84. Behavioural TargetingBT BucketsFree to 5M page views / monthVoice of Customer
- 85. Voice of CustomerKiss Insights4Q
- 88. Search terms intelligenceGoogle TrendsGoogle Insights
- 89. Questions ?Any
- 90. Flickr Creative Commons - mandiberg– http://www.flickr.com/photos/theredproject/3302110152/
- 91. Bryan Robertsonbryanr@openroad.ca604.694.0554 x105http://bit.ly/glvQOy twitter.com/bryantrobertson
Editor's Notes
- #6: OpenRoad clients
- #8: 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.
- #16: 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.
- #18: 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.
- #41: Money as a metaphor
- #45: 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.
- #46: 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.”
- #48: So, as we all know, launching a new intranet is very easy.
- #75: Thank you