We have always said how important metrics are in maximising the power of persuadability. Here are 10 very basic but powerful ideas about how to go about measuring over the Internet.
- Think big. Start small.
We might be ambitious about metrics for our online presence. We ought to be. But that is no reason to overlook the fact that metrics are a process and we need to take it one step at a time. It should only take a few weeks to establish an initial scorecard. No more than that.
- Less is more.
Measure what needs measuring. Forget the information you have if you don?t need it. Only measure what will allow you to monitor your objectives and see what will help you improve your online presence. Measure using ROI. Invest in metrics based on the return on measurement. Measuring doesn?t make sense unless it is to try to improve. If you don?t want to improve, don’t measure.
- Set milestones and learn to predict.
A strategy without metrics is only wishful thinking, but having metrics which are not aligned to any strategy is a waste of time. Define objectives and associate indicators to them. Establish milestones for these indicators in 1 or 2 years? time. Predict, make mistakes and learn.
- Place your user at the heart of your metrics.
Include indicators and measurement systems which will help you understand your user?s point of view. Talk to him. Ask him. Even if you have to pick up the phone. Qualitative issues (?feeling?) are good. Very good.
- See beyond getting an added photo.
Even though you have a monthly consolidated vision, take time to study things in depth occasionally and to understand ways of behaviour or track people who have abandoned your site. Analyse conversions via routes, scenarios, categories of product?
- Measure in real time and do some “tweaking”.
A change, an item of data. Improve all the time and learn from the individual impact of each of the improvements you introduce.
- Refer to conversions and unit costs.
Stop talking about visitors or pages viewed. Talk about conversions in the different stages or relationship with your website. And talk in terms of costs and ROI.
- View the information and define warnings.
Work on visualising your scorecard. Your bosses won?t have the time or the same ability to comprehend as you do. Define warnings which will help you anticipate future problems.
- Measure induced business.
Take care to measure the induced business that your company’s website generates. Not only web indicator processes. Think how you can measure the impact of the website beyond direct results.
- Metrics as competitive intelligence.
In certain businesses, a user’s behaviour on the website can be a primary source of information on the market. Analysing the queries the users enter on the flight search engine if we are an airline or on our housing search engine if we are an estate agent can make all the difference.