A few thoughts on KPIs to to start withwhat success measures (or key performance indicators) are about to help focus:
- Measures that help you understand how you are doing against your objectives.
- Are indicators of SuccessCan be presented through ratesof success
- Require comparisoncomparison across time periods
- Depend on the industry and type of website
We must be careful to set attentive when setting success measures for the project , as these may not be the same as for the web site over the long term.We need baseline data to make the measurement effort worthwhilethat we do not confuse these with success measures for the web site. The WIP scope is narrower than the whole web site and the constraints are greater. Also, the time dimension is shorter, so maybe we can think of useful WIP measures as output, whereas web site ones over a longer time frame could include outcome (where the difference requires people to change their behaviour).
Suggested measure from Business Justification Case
Based on a reading of the Business Justification Case and the scope documents (as well as listening o the team for a few weeks) I propose the following KPI's objectives (with associated benefits in brackets) and the measure (as bullet points). Aside from the standard project management targets of time, budget, quality and scope WIP II will be successful if we :
Make greater use of the new templates
These being the same as or similar to those developed in WIP I for the home site, as they are mobile-friendly/responsive, channel-focused, use our brand consistently, ensure that all content being moved is reviewed, will support reduced duplication of content and will lower future maintenance costs). Measures include:
- Number or percentage of old pages moved on to new templates (including those collapsed or removed altogether)
- Number or proportion of faculties (or schools) moved on to new templates (including those collapsed or removed altogether)
Number of CSU sites (yet to be defined) moved on to new templates
...
- Number of CRMs that must be supported
Improve the ease with which students can find appropriate information and complete action while online
As this will increase the user satisfaction by ensuring that users they can better achieving achieve their intent for visiting the site. Measures include:
Increase online interaction (cutting cost of f2f engagement)
Calls to action (enrolment, contact staff, apply for scholarship) or Capture more conversion actions
Research more easily discoverable/accessible, especially outside of the university
Reduced duplication or templates and content saves money on managing and maintaining websites.
Allow items for special interest groups to be more easily gathered together
Attractive and usable
Suggested measure
Bounce rates and time of site
- Can visitors find what they are looking for in our website or if they leave your site immediately
Conversion rates
Adopting this means:
...
In turn, they are likely to become more loyal, returning to our site again. This will also support the need to reduce the costs of face-to-face interaction by offering more services online. Measures include:
- Bounce rates and time on site provide insight as to how well people seem to be doing what they want
- Conversion actions, where appropriate (e.g. enrol, apply, request, book, download, call, email, etc.), are a better measure but do require more work. It shows we are focusing on outcomes and will will force the conversation to be about objectives (without these you can't have conversion rates)
- Attention needs to accurately measure if action engagement with content downloaded (not just downloading it). In GA look at Virtual Pageviews or Events (% of video watched)
- . E.g. subscribe to updates, book/register for an event, request something mailed, enrol in a course, email/call a contact/staff member
- Goal conversion rate is even more powerful but takes more thinking/set up.
Visitor Loyalty & Visitor Recency
- We want people to return and do so frequently, as it builds our brand
- f
Task completion rate
- Asking people
- Task completion rates means asking (i.e. survey based) people if they successfully completed the thing they came to doAllows . It allows for a conversation about conversion measures/actions
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- Percentage of site search exits
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- Assuming : Assuming that many visitors to our site will use the search, maybe we should examine how well it is working for people and this metric could help with that.
Ensure that University research more easily discoverable/accessible
Research outputs are a major source of prestige and funding for the university. While they might be easily found by those on the inside (or with specific prior knowledge) they could be made more discoverable to people on the outside, meaning anyone without this prior knowledge of how and why to find research. The benefits would be more use made or greater awareness of the research done by people at Victoria, more requests for research (with the associated funding) and a greater recognition of the contribution made by Victoria.. Measures include:
- Visits, new cf returning, time on site, bounce rates, etc.
- Conversion actions, where appropriate (e.g. ask, download, call, email, etc.)