What's important and what isn't when measuring your online engagement

David Beal

Introduction

• Measuring things• Organisations and people in them love to

measure things• Gather compare and analyse data• Defines issues and problems - discover the

gap/s• Develop plans and new projects based on that

data

Stuff we love to look at

• Base line’s• Targets • KPI’s• Statistics• Analytics• Page hits• Number of followers• Drop out rates• Number of posts• Page load times• Files sizes

• Customer satisfaction• Exit pages• Referral pages• Broken links• No Get requests• Language rating • Number of impressions• Number of likes• Click through rates• Number of websites• WCAG compliance

But why ?

Why ?• Do we understand the aim ?• Are we connected to the goal ?• Is it just something we just have to do ?• Are we SMART about what we measure ?• Do we consider understand the difference

between KPI’s and continuous quality improvement ?

• Is it just because it’s in the business plan ?• Is it a figure a have to reach that someone has

just picked ?

The trap

Measurement for measurements sake

KPI’s

KPI’s • Help organisations understand how well they

are performing in relation to their strategic goals

• Global indicators often average based• Linked to business plans• Required and valuable

Today’s focus

SMART

• S - specific• M - measurable• A - attainable• R - relevant• T - timely

SMART

• S - specific• M - measurable• A - attainable• R - relevant• T - timely

Relevant to what ?

There is a national push to increase online service delivery.

Its more cost effective.

Is it about the number then ?

Is it about the number then ?

• Does cost avoidance/saving come from the number of online services ?

• Does satisfaction come from more online services

• More = better brand ?• The role of

– Channel shift– Channel retention

Getting and keeping

customers

Its simple

Retention&

Reverse migration

Key principles

• Product over project• Continuous quality improvement • Iterative design

Product over project

• Projects end• Products remain• This is the web

– its fluid– change is easy apparently– cost of change generally low

Continuous quality improvement

• Services are constantly evaluated and improved based on efficiency, effectiveness and value.

• Retention focused

Iterative design

• We don't know everything upfront• Things change they always do• Product informed by measurement• Only do what you need now• Allow for end goal to be refocused

Tying it all together

• Product service life cycle • Requires measurements• Uses that data • Increases likelihood of retention and migration

InceptionInitial design Improvement

Release planning

Rapid prototyping

AGILE implementation

Initial release(MVP)

Roadmap/Blue print

Product/Service Tranches

1 2 3 4

Inception

Rapid prototyping

AGILE implementation

Release (MVP)

Incremental Product/service releases

Define final release

(End goal)

0

Continuous quality improvement

Input intorelease cycle

Some inputs

• Customer research• Feedback • Page usefulness• Contact us• Application drop out rates• Functionality• Scope

Summary

• High volume • Most costly on other channels• Services that can be improved• Reputation and brand damage• Remember the aim

Questions ?