Do I need a Web Measurement Plan?
The short answer is yes.
Anyone who has a business online needs a Web Measurement Plan. Let’s explain why.
Websites should have a measurable and clear objective. The easiest way to accept that is asking yourself “What am I trying to achieve with this website?” Or “What problems do I try to solve with the website?”
Here are some cases in which you may consider building a Web Measurement Plan:
- You haven’t defined clear and measurable website objectives
- You don’t evaluate your online business with key performance indicators
- It's difficult for you to measure the website contribution to your business
- You haven’t defined a list of actions you need to take in order to improve your online performance
- You don’t know how to evaluate your website contribution to the business
- You don’t know how to use your website to grow your business
If you fall in any of these, you need a Web Measurement Plan.
A Web Measurement Plan will focus on three key areas of your business:
Acquisition — How am I going to get people to visit my website? Which traffic channels are a priority? In what marketing tools will I invest?
Behavior — What do I expect or want from people to do on my website? Which pages should they see? Do I want people to return on my website to do certain actions?
Results — Which results represent value for my business? An order? A download? An email subscription? A lead generated online?
How we build a Web Measurement Plan
We have a simple and efficient method to build a Web Measurement Plan.
Step 1 — Define business objectives
This is the answer to the question “Why does your website exists?”. Identifying business objectives requires a complex discussion between us, your senior management and company owner. The identified business objectives should be DUMB:
Here are some good business objectives:
- Create brand awareness
- Generate leads
- Hire people to build a great team
Step 2 — Define goals for each objective
Goals are tactics we will leverage to reach the business objectives.
Here are some Goal examples for the business objectives we defined above.
The business objective Create brand awareness will have as website goals:
- Reinforce off-line marketing
- Online campaigns
Step 3 — Define KPI for each goal
KPI stands for Key Performance Indicators. A key performance indicator (KPI) is a metric that helps you understand how you are doing against your objectives.
Some good KPI to settle:
- Conversion Rate
- Branded Traffic
- Average Order Value
- Sales Value
Step 4 — Define targets for each KPI
After we defined the KPIs we need to show how success will look like. Targets are numerical values you’ve predetermined as signals of success or failure. Why do you need targets?
Consider this. Let’s say this year you sold online $20,000. Is it good or bad? How do you decide? Without defining a target for each KPI you can’t measure your success.
We can set targets based on past performance (e.g: previous sales, previous campaigns) or based on consultations with you and your senior management team.
Step 5 — Define segments for each KPI
A segment is a group of people, their sources, on-site behavior, and results. When we start analyzing data we could go in so many directions.
We want to focus on what matters therefore we will liaise with you and your executives to identify the best segments for analyze.
This is how a simplified Web Measurement Plan would look.
The list of Web Measurement Plan deliverables is:
- A Web Measurement Plan for your business
- Templates for needed reports and their frequency
- Configuration of analytics software
The Web Measurement Plan service does not include:
- Acquisition of analytics software
- Training your staff to use the software
Should you need any of these extra services, we will provide them for a fee.