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Elena Ibáñez

Before determining the metrics for analysing a web performance, it is critic to previously

define the goals of the business as a whole to identify which web goals will be meaningful to

my overall success.

1

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Elena Ibáñez

Which questions do we have to ask me to determine our business goals?

2

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Elena Ibáñez

Once we have well defined our business goals, we’ll be able to analyze how our web channel

can support them. For this purpose, we’ll establish the conversion funnel and understand,

stage by stage, which are our partial goals and how can we measure them.

3

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Elena Ibáñez

How do we establish the conversion funnel? Based on the advertising AIDA model, we follow all the

stages the user make within our business.

4

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Elena Ibáñez

Once we have understood how each stage supports the web role in our business, we’ll define several measures that will inform us

about the performance of each stage. These measures are called KPI, that is, Key

Performance Indicators.

5

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Elena Ibáñez

How do we construct KPI’s?

6

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Elena Ibáñez

Depending on the nature of my business, my KPI’s targets will be determined on one way or

another. We can fix them through different methods:

1. Looking at levels of standard deviation2. Looking at how far a KPI needs to move to fulfill a particular business goal3. Conducting a competitive audit of different companies in my industry

7

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Elena Ibáñez

8

Usually, the nature of the site will define the kind of KPI’s we’ll deal with:

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Elena Ibáñez

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SESSION 1 > GOALS 1

E-commerce Lead generation Costumer service Content sites Branding sites

Metrics related to driving site visitors to

purchase

Metrics related to attracting potential

customers and informing them

Metrics related to reducing expenses

and improving customer

experiences

Metrics related to attracting repeat

visitors, either below an ad’s or

subscription revenue model

Metrics related to the value of their online branded

content

Overall purchase conversion

Overall conversion Call-center service AD: visits per week Page views per visit

Average order size Conversion by campaigns

E-mail service AD: page views per visit

Average time spent on the site

Average order size Drivers to the registration process

Online chat AD: visit length Visits per visitor over time

Items per order Conversion analysis Online self-service AD: Ad click ratio Average order value per person

Purchase conversion Registration-process dropouts

Support touches served online

AD: ratio of new to returning visitors

Costumer satisfaction surveys

Purchase-funnel defectors

Conversion of leads to actual costumers

Average cost per touch

SUS: Active subscriber base

Brand-perception lift

Effect on offline sales Drivers to other support methods

SUS: Average subscription length

First time vs returning buyers

Onsite search effectiveness

SUS: conversion of non subscribers to subscribers

10

ConclusionFor analysing our web metrics, we’ll first we’ll have to have a clear and shared vision of our business goals, then identify the stages in the conversion funnel, then analyse our business

nature and based on that, determine the KPI’s (between 5 and 8) for each of those stages in

the conversion funnel.

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Elena Ibáñez