By Denise Jack, Director of Best Practices —
The latest in our Best Practices series, this post offers a suggestion for how to make Tealeaf users more successful. With the holidays quickly approaching, online retailers are working around the clock to ensure that their websites are ready to support all the customers who will be looking for the best deals on the latest gadgets, toys and maybe even those dreaded holiday sweaters. Come to think of it, the holiday season is a busy time for any number of other industries as well. To illustrate my point, however, I'll use the example of Key Performance Indicators (KPIs) that can help retailers monitor their websites to ensure that they provide optimal online experiences to those hungry holiday shoppers.
To start, remember that KPIs are meant to summarize meaningful and comparative data. They should also drive critical action when you observe a KPI trending in a way that may indicate customer struggle. Finally, KPIs should be grouped with a particular audience or focus in mind. For example, a marketing executive might not care to see a KPI on occurrence of 500 errors as much as seeing a KPI that indicates which holiday promotion campaigns are the most successful in driving conversion.
With Tealeaf, KPI scorecards give you the ability to easily group these KPIs so that they can be reported and presented for an analyst to gain awareness of any potential problems and drill down into further analysis. Going back to the holiday promotion campaign example, if the marketing team has created a targeted email campaign offering different coupon codes for their customer segments, I would suggest creating a KPI scorecard on the following:
The latest in our Best Practices series, this post offers a suggestion for how to make Tealeaf users more successful. With the holidays quickly approaching, online retailers are working around the clock to ensure that their websites are ready to support all the customers who will be looking for the best deals on the latest gadgets, toys and maybe even those dreaded holiday sweaters. Come to think of it, the holiday season is a busy time for any number of other industries as well. To illustrate my point, however, I'll use the example of Key Performance Indicators (KPIs) that can help retailers monitor their websites to ensure that they provide optimal online experiences to those hungry holiday shoppers.
To start, remember that KPIs are meant to summarize meaningful and comparative data. They should also drive critical action when you observe a KPI trending in a way that may indicate customer struggle. Finally, KPIs should be grouped with a particular audience or focus in mind. For example, a marketing executive might not care to see a KPI on occurrence of 500 errors as much as seeing a KPI that indicates which holiday promotion campaigns are the most successful in driving conversion.
With Tealeaf, KPI scorecards give you the ability to easily group these KPIs so that they can be reported and presented for an analyst to gain awareness of any potential problems and drill down into further analysis. Going back to the holiday promotion campaign example, if the marketing team has created a targeted email campaign offering different coupon codes for their customer segments, I would suggest creating a KPI scorecard on the following:
- Base Activity (the behavior for which you want to measure your KPIs against): Purchase Complete
- Comparison to Previous Metric: Increase is preferable
- Events (that I want to track): Create one Tealeaf event for each coupon code created for the holiday campaign
By setting up your KPI scorecard in this way, you can quickly gain insight into how the different promotions are performing relative to your checkout conversion. If one is not performing as well as the other three, or if one seems to be performing worse from the previous week, you can quickly drill into the KPI and review the relevant Tealeaf sessions to understand the root cause.
In closing, remember that tracking KPIs is a way to help your business make sense of the wide variety of data at your disposal, so don't get "KPI-happy" and add too many metrics into a single report! Otherwise, you may lose focus on the business question/issue at hand.
What KPIs are you using to track your online success this holiday season?
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