A measurement plan is a document that outlines your company’s objectives and how you will measure the success of those objectives. A proper website measurement plan is formed of six sections, usually in the following order: company objectives, measurement tools, key performance indicators (KPIs), conversion goals, and reporting/response. Here we’ll briefly explain what each of these is:
Company objectives should be an overview of what your company wants to accomplish with your website. Common company objectives are; generate leads, generate revenue through online sales, increase brand awareness, or provide information and resources to customers. These objectives are the things you’re trying to measure.
Next we look at measurement tools. There are a variety of different tools which can be used to measure website performance. Google Analytics is probably the most popular one, but others include GTMetrix, HotJar, and Facebook Analytics. Another popular “tool” is to ask your customers “How did you hear about us?” when they call you and keep track of answers in a spreadsheet. Each tool usually provides a different set of information. Knowing what tools you’re going to use allows you to know what data you will have to analyze.
Key Performance Indicators (KPIs)
Key performance indicators are the bones of website measurement. Once you know what data is available you have to ask these two essential questions: “How can we measure our success towards our objectives?” and “What data do we really care about?” KPIs are the answer to those questions. Here are a few examples of KPI’s.
- Revenue tracked through GA. If our goal is to generate revenue through online sales, a good indicator we’re doing that would be monitoring our sales numbers.
- Average time on site. If our goal is to increase brand recognition through content marketing then tracking how long the average person stays on our site can be a great indicator of our success.
Conversion goals are specific actions or events which happen on your website to indicate the successful completion of an objective by one of your users. Conversion goals are sometimes considered a form of a KPI as they are technically performance indicators. Here are a few examples of common conversion goals.
A customer calls our business phone number
- A customer fills out our contact form
- A customer makes a purchase
- A customer lands on the homepage, navigates to a blog post, and stays on that post for 1 minute
Reporting and Response
Data is only useful if it can be made actionable. The last and arguably most important section of your measurement plan should outline how reporting will be handled and how the findings of those reports will be responded to. Make sure that your decision makers understand the importance of these reports and also understand how to respond to them. Appoint someone in your company to create a report once a month or even once a week. Outline who that report will be distributed to and what the decision making process for acting upon that information will be.