measuring online success -- bruce l geisert
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BRUCE L. GEISERTIT CONSULTANT
SEPTEMBER 26, 2007
B R U C E G E I S E R T @ M I N D S P R I N G . C O M
Measuring Success
Why do we measure stuff?
Because it’s expected!Executive reports;Hits on site;Current Status of users;Identify trends over time;Validate User Activities;Success measurement;To get nice charts!
What is Information
“Information is the reduction of uncertainty.”
Key Points
Information for action, not for reports;
Tie information into strategy;
Keep it Simple;
Review information on regular basis;
Simple tools for data collection.
Be realistic!
Simple is better
Planning your information
Questions to Answer:Are we meeting our goals?Where are users going?How can we improve user experience?
Start with what you want to know, not what to measure:
Tie metrics into planning activities;Set expectations & Targets (i.e. market expectations);Write a reporting plan for the project.Anticipate information rather than react;
Viet Nam Example:
Define Activities and Measurements
What to measure
Metrics and measurement for success;
Define what goals to measure;Setup tools to measure and report information from the start;Review performance and metrics at least monthly;
Planning the information
Summary information
Snapshots
Team Review of data
Team review of metricsSetup a group to review information on a regular basis.Meet once a month, and actively discuss information;Embrace reviewing reports, rather than as a task;
AOL Example of Team Review:
Tools for measuring success
Google Analytics/Web Trends Conversion goals;
Ad sense;
Server side data:WebLog Expert;
Site Performance:OP Manager;
Webwatch;
VisualRoute;GLP Example of Review for decisions:
Site Performance
Important data: measure daily
User Experience
ROI, what ROI?
ROI in the context of web-sites:For non-profit, foundation, Government groups, what is ROI?
Inputs: Time, staff, development, recurring costs;
Outputs: Goals, targets,
Marketing is NOT a nasty word;Promotion of site;
Links to your friends;
Make it easy to link to your site (i.e. Badges);
NGO advertizing;
Take away messages
Tie information into strategy;Plan what to measure, not how to measure;Review your information monthly;Use tool to measure performance;Create new opportunities through marketing;
-- The End --
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