Build a Solid Foundation With Key Performance Indicators, Part 4: Content Sites
Key performance indicators: How to establish, define, and use them to improve performance on the four major types of commercial Web sites. Last in a series.
Key performance indicators: How to establish, define, and use them to improve performance on the four major types of commercial Web sites. Last in a series.
In this series on lead generation, e-commerce, and customer service sites, I’ve mentioned how important it is the analytics data you focus on directly relates to your overall business and site goals. No matter what type of site you have, you can apply the four-step process below to maximize the value of the analytics data you gather.
Establish Key Performance Indicators
This ongoing process is most effective when periodically repeated to continually fine-tune a site. The overall process fails if key site goals and key performance indicators (KPIs) aren’t established early on and a method to measure the metrics tied to these KPIs isn’t related to information your team can act on to improve your site.
Content Sites
Content sites tend to rely on advertising support, a subscription base, or sometimes both. The success of these models is contingent on attracting repeat visitors who explore the site in depth. Identifying appropriate KPIs can lead to additional insight that improves site performance, leading in turn to a more successful subscription or advertising model.
Note: Many people believe theirs are content sites simply because they’re used to provide information about the organizations. This is not a content site as defined above. Often, this belief indicates the organization hasn’t adequately defined its true site goals.
Customer Service KPIs
A content site’s key objectives vary, depending on whether the site’s supported by advertising or subscriptions. For each of the following types of content sites, there are a number of important metrics to track. Common content KPIs include:
Understanding the correct metrics to use when evaluating the performance of your content site helps focus attention on the correct behavioral elements. It’ll allow for easy measurement of site changes over time.
In the past four columns, we’ve walked through a sample of KPIs and site goals for the four main content groups. These are only a starting point. Different sites, even within the same industry, may have very different goals depending on site and business emphasis at the time.
The key is to get agreement throughout the organization on the key metrics that are focused on and measured. Using these metrics can help prioritize site changes and resources. Used correctly, this approach will help drive the bottom line when the performance of your site is constantly optimized to drive key metrics.