Target Your Web Metrics and SEO Programs

According to a report on financial institutions by WebTrends, a powerful web analytics solution provides “the business intelligence necessary to build long-lasting and profitable relationships…more precise targeting helps differentiate…from the competition and increase customer satisfaction.” That’s why precise targeting and measurement should be your top priority in building an internal web metrics and search engine optimization program. Accordingly, the accurate identification of Key Performance Indicators should form the basis of your entire program, ensuring that all efforts are timely, precise, and actionable. A well-run metrics program will have a laser focus on measuring success (as you define it), as well as producing the business intelligence to improve the web user experience, increase customer satisfaction, and grow your online core business.

When determining KPIs, they should always align with the fundamental question: “How do we measure and achieve success?” Although traditional metrics such as page views, unique visitors, and visitor sessions will remain important, the program you develop must also focus on the actions visitors take on your web site. Let’s say that again: your program must also focus on the actions visitors take on your web site. This is essential to understanding and improving the user experience, and growing revenues commensurate with your company goals. As web analysts and managers, we’re in the business of driving web traffic to specific pages. We’re in the business of conversions, of convincing visitors to become customers. That’s why key performance indicators should always consider the following questions:

1. What is a successful visit profile?
2. What are desired visitor behaviors?
3. What are the web site’s primary goals?

Another point to remember is that all KPIs might not be retrievable from traditional metrics tools. Phone calls, for example. Sooner rather than later, a method to acquire and analyze this offline data must be integrated into your metrics and SEO program. Generally, best practices advise to focus on ten to twelve KPIs to keep the process and the results manageable. Another priority is to build a historical record, allowing for prior year comparisons and even metrics forecasting. Ultimately, the top priorities remain building qualified traffic through effective and honest SEO, accurately measuring web site performance, asking the right questions–even when they’re tough–and using what you learn to provide a quality user experience leading to increased visitor satisfaction, more conversions, and greater revenue. Now that’s a winning program.