When it’s time to determine how effective an SEO, advertising or marketing campaign is, the need to establish KPIs (key performance indicators) as benchmarks to measure goal conversion, time lines and tactical objectives.
Performance benchmarks exist for a very specific purpose, to measure conversion and marketing objectives, but KPIs also allow us to extend beyond one-dimensional thinking and truly develop long-term strategic and pivotal advantages.
Sometimes your website has all the right ingredients, but lacks proper execution. Increasing landing page conversion by 15% for example is one KPI. Improving lead generation, product inquiries or phone calls by 43% within a specific time-line using four new marketing methods.
Such examples of performance are based on gap analysis (from existing performance levels of where you are and where you want to be) however they provide valuable insight into the effectiveness of a campaign.
For example, if it is implied that you will increase traffic, increasing traffic alone is not a KPI. If the traffic is not converting into sales, then you need to look beyond the surface level and delve deeper into the root cause that produce the effects. Often it resides in usability, how obvious is your navigation, how obvious is the conversion objective or is your message diffused amongst too many other competing elements.
When looking to fine tune performance, determining metrics such as the time spent on a page, the keyword used to deliver the traffic, which related keywords are overlapping if any, what is the existing bounce rate or engagement metric for the page and what call to action exists on the landing page in question.
Factors such as those mentioned above allow you to create a base level KPI to improve performance individually or across all of these metrics simultaneously. However, without analytics or performance tracking, you are just grasping straws when it comes to delivering or reproducing consistent or future sales volume.
The necessity to specifics is all part of the SMART model:
- Result-oriented or Relevant
Combine this with the KISS model (keeping it simple) and the who, what, where, when and how factor and you can essentially craft a series of objectives for each major landing page in your site by assigning unique, yet attainable benchmarks.