selecting kpis that matter - sascon 2015

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SELECTING KPIs THAT MATTER

Matt LaceyHead of Optimisation

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Team of leading conversion optimisation specialists

Head office in Manchester, with clients across UK and Europe

Work with brands to analyse, research, test and optimise site experiences

ABOUT PRWD

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CAN A ( SMA L L )

CONVERSION RATE DECREASE BE GOOD?

When Average Order Value increases

When there is a considerable saving for the business

When the product mix changes significantly to favour higher margin products

When return rate improves

Change in LTV/Purchase rate

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MEASURING SUCCESS

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Result

+28%  Click through rate

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Result

+43%  Premium Subscriptions

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BE WARY OF RELYING ON MICRO-CONVERSIONS

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ATTEMPT TO GET THE LONGEST POSSIBLE VIEW OF

CONVERSIONS

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SELECTING KPIs

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VISIONARY KPIs

TACTICAL KPIs

STRATEGIC KPIs

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KPI ARCHITECTURE

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KPI ARCHITECTURE

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SPECIFIC MEASURABLE ATTAINABLE REALISTIC TIME-BOUND

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WHY SETTING KPIs IS HARD

You don’t always have a clearly defined and agreed organisational or departmental strategy.

It’s possible that you could select and achieve some KPIs without achieving the full desired outcome.

Other positive achievements might be overlooked.

Tough targets without careful consultation can put pressure on staff morale

It’s a challenge to be selective and not get overwhelmed by too many KPIs

Data collection and reporting can be challenging and/or costly

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BENEFITS OF SETTING KPIs

Gain a clear view of performance and support accountability

Celebrate & reward success

Identify issues and take appropriate corrective action

Carefully selected KPIs can make goals or metrics more tangible or more accessible.

Focus your organisation tactics and activities that support your key strategic goals.

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THREE FINALS TIPS FOR SETTING KPIs

1. Make sure that you are clear on your Vision & Strategy (and be flexible on tactics).

3. Set a small number of S.M.A.R.T., Visionary/Strategic KPIs and communicate them widely.

2. Think about the values and behaviours that you want to encourage.

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THANKS FOR LISTENING

MATT LACEY Head of Optimisation

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