will critchlow, meaningful metrics

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SES London 2013 - my talk on meaningful SEO metrics

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Novell Corporate Presentation Template 2011

Meaningful SEO metricsWill CritchlowDistilledwww.distilled.netLondon| 1821 February

London| 1821 February 2013 | #SESLONLTVLifetime ValueLondon| 1821 February 2013 | #SESLONRevenueCustomersLondon| 1821 February 2013 | #SESLON

Designed to recognise the ways a customer is worth more than their first purchaseLondon| 1821 February 2013 | #SESLONROIReturn on InvestmentLondon| 1821 February 2013 | #SESLONTotal profitTotal campaign costsLondon| 1821 February 2013 | #SESLONDesigned to measure the effectiveness of a campaign

London| 1821 February 2013 | #SESLONCPACost Per AcquisitionLondon| 1821 February 2013 | #SESLONTotal campaign costsNumber of conversionsLondon| 1821 February 2013 | #SESLONDesigned to compare the costs of different channels

London| 1821 February 2013 | #SESLONThey are all broken or hard to measure for SEOLTVLifetime ValueLondon| 1821 February 2013 | #SESLONPitfall:

Easy to double-count

London| 1821 February 2013 | #SESLONAnalytics packages dont track people, they track cookies

London| 1821 February 2013 | #SESLONROIReturn on InvestmentLondon| 1821 February 2013 | #SESLONPitfall:Assumes costs scale with success

London| 1821 February 2013 | #SESLONWould you rather:Spend $1, make $1,000orSpend $100, make $2,000London| 1821 February 2013 | #SESLON

No easy way to spend even $100 on thisLondon| 1821 February 2013 | #SESLONCPACost Per AcquisitionLondon| 1821 February 2013 | #SESLON

Pitfalls:Hard to get fully-loaded costLondon| 1821 February 2013 | #SESLONSEO:should development costs be included?

London| 1821 February 2013 | #SESLONPitfall:Assumes costs scale with success

London| 1821 February 2013 | #SESLONThere is no one metric

London| 1821 February 2013 | #SESLONMy process

Understand how the business makes moneyLondon| 1821 February 2013 | #SESLON

Build a simple modelLondon| 1821 February 2013 | #SESLONRemember:The best metrics guide behaviour

KPIs guide executive behaviour: this is doing fine - go think about something else

London| 1821 February 2013 | #SESLONWe dont do what we wanted to

blog posts shipped, contacts made, pages updated, development tickets completedCampaigns have two failure modesWhat we do doesnt work well

not enough people read our posts, too many people ignore our emails, bugfixes dont move the needleLondon| 1821 February 2013 | #SESLONMeasureACTIVITY & OUTCOMESLondon| 1821 February 2013 | #SESLONOnly worry about costs sometimes

Always consider the margin on an incremental saleLondon| 1821 February 2013 | #SESLONMake up estimate numbers you dont know

London| 1821 February 2013 | #SESLON

Heres an example output for DistilledULondon| 1821 February 2013 | #SESLON

with actualsLondon| 1821 February 2013 | #SESLON

Measure something

Even before there are any outputs to measureLondon| 1821 February 2013 | #SESLONReadthe lean startup

And check out Dave McClure on AARRR metrics

London| 1821 February 2013 | #SESLONBuild two metrics packsBuild a KPI pack

Total LTV by channel, %growth, YoY traffic and revenue growth, 2+ year forecasts

Build a project steering packe.g. Outreach

Total new contacts attempted, responses, successful outcomesLondon| 1821 February 2013 | #SESLONConversion Rate Optimisation

Tests run, traffic to each variation, conversions for each variation, number of successful tests run, total improvement in conversion rateLondon| 1821 February 2013 | #SESLONUser satisfaction

% of signups who upgrade to paid, % of engaged users, churn ratesLondon| 1821 February 2013 | #SESLON

Focus on cohortsLondon| 1821 February 2013 | #SESLON

Focus on cohortsLondon| 1821 February 2013 | #SESLON

Focus on cohortsLondon| 1821 February 2013 | #SESLON

Will CritchlowFounder, Distilledwill.critchlow@distilled.net@willcritchlowImage 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/ http://www.flickr.com/photos/chmoss/4142167488/ http://www.flickr.com/photos/cristiano_betta/2119577657/ London| 1821 February 2013 | #SESLON