In my post Designing Web Analytics Dashboards I mentioned that web analytics KPIs (Key Performance Indicators) can be divided into five main groups: Marketing KPIs, Engagement KPIs, Usability KPIs, Conversion KPIs and Loyalty KPIs.
I didn’t specify, however, which KPIs belonged to each of these groups. As such I thought I should write a series of posts to clarify the issue. Here comes the first one, which focuses on measuring your online marketing activities.
As I see it, there are three types of online marketing activities you can measure: Online Campaigns (PPC links, affiliate marketing, banners, etc.), Email Marketing and Search Engine Optimization (SEO) .
In the following I shall provide a list of KPIs and associated actions for each of these types.
Online Campaigns KPIs
- How much new traffic do you get from your online campaigns?
- What is the click-through rate for each campaign?
- What is the bounce rate for each campaign?
- What is the conversion rate for each campaign?
- What is the ROI or cost-per-acquisition for each campaign?
Actions for online campaign KPIs:
If the click-through rate is low, your campaign itself should be improved. If your bounce rate is high, your landing page(s) should be improved. If the conversion rate and ROI are low and your cost-per-acquisition is high, discard the campaign or re-negotiate the prize!
E-mail Marketing KPIs
- How many emails have you sent?
- How many emails bounced (could not be delivered)?
- What is the open rate for each delivered email?
- What is the click-through rate for each opened email?
- What is the click-through rate for each link in your emails?
- What is the conversion rate and/or ROI for each email?
- What is your unsubscribe rate?
Actions for Email Marketing KPIs:
If the open rate is low, the subject text and visible text in the message should be improved. Learn from the click-through rates of individual links what works and what doesn’t. If your unsubscribe rate is high, the news articles should be improved.
Search Engine Optimization (SEO) KPIs
- How much traffic do you get from each of the keywords you have chosen to focus on for optimization?
- What is the average rank of your keywords on the search result pages across all search engines?
- What is the conversion rate for each keyword?
- What is the cost-per-acquisition for your SEO activities?
- What is the ROI for your SEO activities?
- Which keywords rank low on the search result pages while at the same time contributing with many visits?
Actions for SEO KPIs
If the average ranking of the keywords you have chosen to focus on is low, you should consider ways to further improve your website for SEO purposes.
If the conversion rates for the keywords you have chosen to focus on are low, you should consider to replace them with other, potentially more effective keywords.
All keywords which you have NOT chosen to focus on, and which have low average rankings, are candidates for optimization. Choose those which result in many visits or high conversion rates inspite of their low ranking.
That’s it for now! I hope you found this overview helpful. If not, please leave a comment.