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KPI's and Scorecards

Ever wanted to know what you really should be measuring your web site traffic with? Not referring to vendors here but the actual metrics (i.e. Page Views, Visits, -dare I mention HITS-). Ever wanted to know how you should present this information so it is easy to read and action on?

Well, we have worked on a few different industry verticals and it is painfully obvious that whilst some metrics do work with all verticals, some work better than others!

So, what we have devised is a very simple Excel sheet which you can get here. The sheet is divided up into 5 sheets, 4 for the scorecards and 1 for the KPI's exercise where there are 4 columns and as many rows as you need.

An example of a pre-populated (with make believe data) can be found here.

Column Explanations

Business Objective

Business Idea

Supporting Activities

KPI's

This is the ultimate reason(s) the site exists!

To increase brand awareness?

To increase customer satisfaction?

To increase revenue?

This is the idea that supports the Business Program.

If we are increasing Brand Awareness how will we achieve this?

Email campaign? Conferences?

Multi-channel media advertising?

This is the activity that needs to take place by the 'visitor' for the Business Idea to work.

It could simply be:

Attend conference

Read article

Clickthrough on email campaign

Visit web site

This is whatcan we use to measure the success

of any of these objectives/ideas and supporting activities?

Could be:

Number of people reading or downloading a case study

Number of satisifed/un-satisfied visitors

Engagement rate from marketing activities

Conversion rate from marketing activities

Bounce rate from marketing activities

Orders and Revenue

Average Order Size/Value

We could kind of go on but this is a good start. Brain storming what you might use is a great idea, however you will need to be careful on the number of KPI's (for example), that you end up implementing.

Best tip would be to select 1-2 Business Objectives, 2-3 Business Ideas, 3-4 Marketing Activities and no more than 5-6 KPI's at a time. Reason for this, is you can focus on that number quite well and you will most likely find the ideas, activities and KPI's are implemented some how in your business. Go for any more than those and you might find you got lost before you have even started.

So, please feel free to download the KPI template in the link above and get scoping!