Will critchlow, meaningful metrics
Download as PPTX, PDF12 likes1,832 views
The document discusses meaningful SEO metrics and their challenges. Common metrics like LTV, ROI, CPA are difficult to accurately measure for SEO. The author advocates measuring both activities and outcomes, using simple models tailored to each business, and focusing on cohorts and long-term trends over time rather than isolated metrics. Estimates are better than nothing. The goal is guiding strategic behavior rather than reactive micromanagement.
More Related Content
Similar to Will critchlow, meaningful metrics (20)
Will critchlow, meaningful metrics
- 2. London| 18–21 February 2013 | #SESLON
- 3. London| 18–21 February 2013 | #SESLON LTV Lifetime Value
- 4. London| 18–21 February 2013 | #SESLON Revenue Customers
- 5. London| 18–21 February 2013 | #SESLON Designed to recognise the ways a customer is worth more than their first purchase
- 6. London| 18–21 February 2013 | #SESLON ROI Return on Investment
- 7. London| 18–21 February 2013 | #SESLON Total profit Total campaign costs
- 8. London| 18–21 February 2013 | #SESLON Designed to measure the effectiveness of a campaign
- 9. London| 18–21 February 2013 | #SESLON CPA Cost Per Acquisition
- 10. London| 18–21 February 2013 | #SESLON Total campaign costs Number of conversions
- 11. London| 18–21 February 2013 | #SESLON Designed to compare the costs of different channels
- 12. They are all broken or hard to measure for SEO
- 13. London| 18–21 February 2013 | #SESLON LTV Lifetime Value
- 14. London| 18–21 February 2013 | #SESLON Pitfall: Easy to double- count
- 15. London| 18–21 February 2013 | #SESLON Analytics packages don’t track people, they track cookies
- 16. London| 18–21 February 2013 | #SESLON ROI Return on Investment
- 17. London| 18–21 February 2013 | #SESLON Pitfall: Assumes costs scale with success
- 18. London| 18–21 February 2013 | #SESLON Would you rather: Spend $1, make $1,000 or Spend $100, make $2,000
- 19. London| 18–21 February 2013 | #SESLON No easy way to spend even $100 on this
- 20. London| 18–21 February 2013 | #SESLON CPA Cost Per Acquisition
- 21. London| 18–21 February 2013 | #SESLON Pitfalls: Hard to get fully-loaded cost
- 22. London| 18–21 February 2013 | #SESLON SEO: should development costs be included?
- 23. London| 18–21 February 2013 | #SESLON Pitfall: Assumes costs scale with success
- 24. London| 18–21 February 2013 | #SESLON There is no one metric
- 25. My process
- 26. London| 18–21 February 2013 | #SESLON Understand how the business makes money
- 27. London| 18–21 February 2013 | #SESLON Build a simple model
- 28. London| 18–21 February 2013 | #SESLON Remember: The best metrics guide behaviour KPIs guide executive behaviour: this is doing fine - go think about something else
- 29. London| 18–21 February 2013 | #SESLON Campaigns have two failure modes We don’t do what we wanted to What we do doesn’t work well blog posts shipped, contacts not enough people read our made, pages updated, posts, too many people ignore development tickets completed our emails, bugfixes don’t move the needle
- 30. London| 18–21 February 2013 | #SESLON Measure ACTIVITY & OUTCOMES
- 31. London| 18–21 February 2013 | #SESLON Only worry about costs sometimes Always consider the margin on an incremental sale
- 32. London| 18–21 February 2013 | #SESLON Make up estimate numbers you don’t know
- 33. London| 18–21 February 2013 | #SESLON Here’s an example output for DistilledU
- 34. London| 18–21 February 2013 | #SESLON …with actuals
- 35. London| 18–21 February 2013 | #SESLON Measure something Even before there are any outputs to measure
- 36. London| 18–21 February 2013 | #SESLON Read the lean startup And check out Dave McClure on AARRR metrics
- 37. Build two metrics packs
- 38. Build a KPI pack Total LTV by channel, %growth, YoY traffic and revenue growth, 2+ year forecasts
- 39. Build a project steering pack e.g. …
- 40. London| 18–21 February 2013 | #SESLON Outreach Total new contacts attempted, responses, successful outcomes
- 41. London| 18–21 February 2013 | #SESLON Conversion Rate Optimisation Tests run, traffic to each variation, conversions for each variation, number of successful tests run, total improvement in conversion rate
- 42. London| 18–21 February 2013 | #SESLON User satisfaction % of signups who upgrade to paid, % of engaged users, churn rates
- 43. London| 18–21 February 2013 | #SESLON Focus on cohorts
- 44. London| 18–21 February 2013 | #SESLON Focus on cohorts
- 45. London| 18–21 February 2013 | #SESLON Focus on cohorts
- 46. Will Critchlow Founder, Distilled [email protected] @willcritchlow
- 47. London| 18–21 February 2013 | #SESLON Image credits http://www.flickr.com/photos/mharvey75/374461497/ http://www.flickr.com/photos/anned/6916165944/ http://www.flickr.com/photos/mrsmagic/5848849468/ http://www.flickr.com/photos/59937401@N07/5929622407/ http://www.flickr.com/photos/drew_anywhere/3736287440/ http://www.flickr.com/photos/dunechaser/125929149/ http://www.flickr.com/photos/madison_guy/6075857102/ http://www.flickr.com/photos/mk1971/1348204498/ http://www.flickr.com/photos/abbyladybug/1253054966/ http://www.flickr.com/photos/sportsandsocial/2944659915/ http://www.flickr.com/photos/chickpokipsie/6785991390/in/ http://www.flickr.com/photos/rhinoneal/5633001128/ photostream/ http://www.flickr.com/photos/chmoss/4142167488/ http://www.flickr.com/photos/cristiano_betta/2119577657/