Intro
Optimizing the overall platform performance is a cross-disciplinary effort. It includes targeting the right audience on the essential channels with the right content (SEA / Adwords). It’s about improving the connection between what the audience sees off-platform and what they encounter once landing on the platform (Campaign / Traffic management). Lastly it’s about the quality and completeness of all the content we serve on the platform (SEO / Content & Web Management).
Improving these areas will eventually show improvements in the various metrics & KPIs described below. Eventually, as not all metrics are under our direct control (e.g. SEO).
It also entails a strict steering and managing of the Paid channels. Performance needs to be checked on a weekly basis and campaigns need to be adjusted when necessary. Events need to be earmarked in Google Analytics for future analysis.
General
- Earmarking Events
- UTM-Parameters to all incoming links
Awareness (incoming traffic)
- Monthly Sessions
- Monthly Pageviews
- Traffic Sources:
- CPC
- Increase of Organic & Direct traffic as opposed to Paid
- Reach page 1 on Google with at least 5 of the top 10 keywords
Engagement (on platform)
- Bounce rate:
- Goal should be to get under 40-50% eventually.
- Average session duration: increase 100% from 1min to 2min
- Average is 2-3min depending on the goal of the page & campaign
- New/Returning Visitors:
- Goal: 65/35%
- Page load times
- Goal: between 2-3sec
- Pages per session
- Goal: 4
- Domain (Authority)
- Goal > 40
- Social
- Reach
- Impressions
- Shares
- Likes
- Budget control
- Email marketing
- Post-sale engagement flows
Sales & Retention
- Conversions - sale
- Newsletter subs
- Whitepaper downloads
- Goal & Event Completions
- First we need to make sure the goals are set correctly
- NPS
- FAQ Helpdesk
- Ratings & Reviews: reach 100 reviews, average 4.5stars
- AMZ Sales: 5% winback customer relation