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A few thoughts on KPIs to to start with:

  • Measures that help you understand how you are doing against your objectives.
  • Are indicators of Success
  • Can be presented through rates
  • Require comparison
  • Depend on the industry and type of website

We must be careful to set 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 worthwhile.


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 (with associated benefits in brackets) and the measure (as bullet points)


WIP II will be successful if we :

Make greater use of 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 moved on to new templates

 

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 better achieving 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:

  • You are hard core focusing on Outcomes, that's pretty serious.
  • You are going to force the conversation about Objectives, without that you don't have conversion rate!
  • Average of all sites (including ours) is low, so start with that as a base and build.
  • Will take considerable discipline/focus and iterative changes to get it to rise.
  • 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 if they successfully completed the thing they came to do
  • Allows a conversation about conversion measures/actions

% site search exits

  • 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.

 

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