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Metrics that matter
Gabrielle Benefield
Tasks
http://bit.ly/1vQMT5u
Wikipedia
Wikipedia
E-commerce site Jeff P 01/01/14
Option Value Risk Cost Impact
Option A
? L L ?
Option B
M ? ? ?
Option C
? ? H ?
WHO
Bounce rates
high when page
takes over 4
seconds to load.
INSIGHT
WHO
86% of users
abandon
checkout.
INSIGHT
WHO
Decrease page
load times
OUTCOME
WHO
Setup new
Datacenter
OPTION
WHO
Improve
network
OPTION
WHO
Cache images
OPTION
WHO
Improve
payment page
user flow
OPTION
WHOMEASURE
Increase # checkout conversions
Baseline:15% Target:30%
WHOMEASURE
Decrease page load time
Baseline:8 sec Target:<4 sec
WHO
B) Implement
network fix
ADAPTWHO
A) Implement
datacenter
ADAPT
WHO
C) Design new
payment page
ADAPT
WHO
High rate of
abandonment by
customers during
checkout.
PROBLEM
WHO
D) Create more
Options
ADAPT
WHO
Most impacted:
Users
furthest from the
datacenter.
WHO
WHO
Each 1%
Conversion = $3
million per year
INSIGHT
© Gabrielle Benefield
WHO
Increase
revenue by 40+
million annually .
OUTCOME
WHO
Setup
Datacenter test
with .005% of
traffic
EXPERIMENT
WHO
Implement
Image
compression
IMPLEMENT
Decrease page load time
Baseline:
12 secondsTarget:
< 4 seconds
Current time: 9 seconds
WHO
Run network
trace route
RESEARCH
WHO
Customer service
complaints about the
payment page being
‘confusing’.
INSIGHT
WHO
Increase
checkout
conversions.
OUTCOME
WHO
Setup exit
survey
RESEARCH
WHO
Redesign &
simplify slow
pages
EXPERIMENT
x
Time
Outcomes(value)
Decrease hospital infections Dr.No 01/03/14
WHO
Hand hygiene
improvement
OPTION
WHOMEASURE
Decrease infection rates
Baseline: 1.7 million
WHO
Continue with
improvements and
look for new
options
ADAPT
WHO
Patient
testing
& isolation
OPTION
WHO
Post care
follow-up
OPTION
WHO
Better waste
disposal
OPTION
WHOMEASURE
Decrease patient deaths
Baseline: 99,000
© Gabrielle Benefield
WHO
Clean
environment
OPTION
WHOMEASURE
Improve hand hygiene on
hospital staff
Baseline: 10%
Photograph: Antonio Olmos
Decrease HAIs
1.7 million Decrease patient deaths
99,000 KontizasSource: Simon Small, Isobar, TED talk
Make a difference
Outcomes over outputs
