Download - Will critchlow, meaningful metrics
London| 18–21 February
Meaningful SEO metrics
Will CritchlowDistilledwww.distilled.net
London| 18–21 February 2013 | #SESLON
London| 18–21 February 2013 | #SESLON
LTVLifetime Value
London| 18–21 February 2013 | #SESLON
RevenueCustomers
London| 18–21 February 2013 | #SESLON
Designed to recognise the
ways a customer is worth more
than their first purchase
London| 18–21 February 2013 | #SESLON
ROIReturn on Investment
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Total profitTotal campaign costs
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Designed to
measure the
effectiveness
of a campaign
London| 18–21 February 2013 | #SESLON
CPACost Per Acquisition
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Total campaign costsNumber of conversions
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Designed to compare the
costs of different channels
They are all broken or hard to measure for SEO
London| 18–21 February 2013 | #SESLON
LTVLifetime Value
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Pitfall:
Easy to double-count
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Analytics packages don’t track people, they track
cookies
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ROIReturn on Investment
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Pitfall:Assumes
costs scale with success
London| 18–21 February 2013 | #SESLON
Would you rather:Spend $1, make $1,000
orSpend $100, make $2,000
London| 18–21 February 2013 | #SESLON
No easy way to spend even $100 on this
London| 18–21 February 2013 | #SESLON
CPACost Per Acquisition
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Pitfalls:Hard to get fully-loaded cost
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SEO:should development costs be included?
London| 18–21 February 2013 | #SESLON
Pitfall:Assumes
costs scale with success
London| 18–21 February 2013 | #SESLON
There is no one metric
My process
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Understand how the business makes money
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Build a simple model
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Remember:The best metrics guide behaviour
KPIs guide executive behaviour: this is doing fine - go think about something else
London| 18–21 February 2013 | #SESLON
We don’t do what we wanted to
blog posts shipped, contacts made, pages updated,
development tickets completed
Campaigns have two failure modes
What we do doesn’t work well
not enough people read our posts, too many people ignore
our emails, bugfixes don’t move the needle
London| 18–21 February 2013 | #SESLON
MeasureACTIVITY & OUTCOMES
London| 18–21 February 2013 | #SESLON
Only worry about costs sometimes
Always consider the margin on an incremental sale
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Make up estimate numbers you don’t know
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Here’s an example output for DistilledU
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…with actuals
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Measure somethingEven before there are any outputs to measure
London| 18–21 February 2013 | #SESLON
Readthe lean startupAnd check out Dave
McClure on AARRR metrics
Build two metrics packs
Build a KPI packTotal LTV by channel, %growth, YoY traffic and revenue growth, 2+ year
forecasts
Build a project steering pack
e.g. …
London| 18–21 February 2013 | #SESLON
OutreachTotal new contacts attempted, responses, successful outcomes
London| 18–21 February 2013 | #SESLON
Conversion Rate Optimisation
Tests run, traffic to each variation, conversions for each variation, number of successful tests run, total improvement in conversion rate
London| 18–21 February 2013 | #SESLON
User satisfaction% of signups who upgrade to paid, % of engaged users, churn rates
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Focus on cohorts
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Focus on cohorts
London| 18–21 February 2013 | #SESLON
Focus on cohorts
London| 18–21 February 2013 | #SESLON
Image creditshttp://www.flickr.com/photos/mharvey75/374461497/
http://www.flickr.com/photos/mrsmagic/5848849468/
http://www.flickr.com/photos/drew_anywhere/3736287440/
http://www.flickr.com/photos/mk1971/1348204498/
http://www.flickr.com/photos/anned/6916165944/
http://www.flickr.com/photos/59937401@N07/5929622407/
http://www.flickr.com/photos/dunechaser/125929149/
http://www.flickr.com/photos/madison_guy/6075857102/
http://www.flickr.com/photos/sportsandsocial/2944659915/ http://www.flickr.com/photos/abbyladybug/1253054966/
http://www.flickr.com/photos/rhinoneal/5633001128/ http://www.flickr.com/photos/chickpokipsie/6785991390/in/photostream
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http://www.flickr.com/photos/chmoss/4142167488/ http://www.flickr.com/photos/cristiano_betta/2119577657/
