How do you measure the effectivenes of your websites?

Hi

In the current climate of thrift and the need to ensure every activity is focused on meeting charity objectives - measuring digital performance is a growing organisational focus.

Given that digital is ultimately measurable it should be easy - but what do you measure?

We are just looking to set some new top level KPI's (key performance indicators) for the e-communications team (covering websites, email, social media and online shops) and would be interested to hear from others how they are measured.

The basic of web visitor numbers are a given but we looking to equate this to value brought by the teams actions - so we are looking at other possible measures such as:

• Income online divided by all visitor numbers to all websites - each visitor at present is worth 11p

• Percentage of online to offline income to give an overall online revenue contribution - currently 2%.

• Page rank within Google and to work to maintain and increase it - currently 6

• Number of pages indexed in Google for all our sites and blogs

• Google referred visitor numbers

• Blog and facebook referred visitor numbers

• Email address captures through site registration or audience engagement

• Video views on you tube

• Average lifetime value increase of supporters that have an online relationship with us.

• Increase customer satisfaction levels online through regular online perception surveys - or measuring negative feedback.

• Address pages that cause drop out through funnel analysis to identify and then amend to increase conversion.

• Tracking individual referrers through to point of sale - ie Google vs affiliates or natural search. and look to increase those that convert well.

• Number of supporter who can self service online for information or services rather than contact us or require action from us.

• Movement of supporters from offline paper communication to being happy with online communication provision.

Just wondering if there are any thoughts on these as top level or detailed measures and which are most important - or any more that others use that I have missed.

Many thanks

Jon

Jon Parsons
E-Communications Manager
The Woodland Trust
 

Hi Jon

This blog is great for stuff like this http://www.kaushik.net/avinash/2007/07/i-got-no-ecommerce-how-do-i-measure-success.html