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Measuring Success

How to determine what information is important.

The information is only important if it is relevant to the purpose of your website. 

If you know your purpose, then you need to assess what key performance indicators (KPI) you need to start measuring.

This is achieved by determining candidate indicators and build ways to measure them.

Measure what is important

1: Your desired results

Start by recognising your desired results.

These can be broken down into tangible and intangible results. 

Tangible results are things like more visibility, more leads, more conversions, more sales etc. 

Intangible results are things that facilitates the needs of the customer. These could be things like 'information found', 'enquiries resolved', 'fewer complaints'.

What info is available

2: Available information

For each desired result, consider what information, if it were available, would help you to judge whether this result was being achieved. 

The objective of this exercise is to create a list of required information or candidate indicators, whether directly measurable or not.

Measure what is available

3: Measure it

For each candidate indicator, consider what could be used to measure it. 

For tangible results, this could be the creation of special landing pages, tagged buttons or images.

For intangible results, this could be the creation of additional buttons and images to be strategically placed on existing pages to track behaviour, or perhaps adding questionnaires or polls to attract the visitor to provide feedback.

Update your website

4: Update your website

Once you have determined the method of measuring the chosen indicators, create an action list of things that need to be done to your website in order to begin measuring.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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