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Measuring the Success of Your Website

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Ben Cotton
Ben Cotton

The document discusses different levels of measuring the success of a website, including outputs, outtakes, and outcomes. Outputs are basic metrics like visitors and pageviews, while outtakes provide more meaningful insights into user behavior. Outcomes are the highest level of measurement, directly linked to business objectives and measured over the long term, such as leads, sales, and return on ad spend. The document emphasizes that outcomes best show the real impact of digital activities on business goals.

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socialwebthing.com MEASURING THE SUCCESS OF YOUR WEBSITE By Ben Cotton @bencotton socialwebthing.com
THE BARCELONA PRINCIPLES socialwebthing.com 1. The Importance of Goal Setting and Measurement 2. Media Measurement Requires Quantity and Quality 3. AVEs are not the Value of Public Relations 4. Social Media Can and Should be Measured 5. Measuring Outcomes is Preferred to Measuring Media Results 6. Business Results Can and should be Measured Where Possible 7. Transparency and Replication are Paramount to Sound Measurement
WHAT ARE OUTPUTS, OUTTAKES & OUTCOMES? socialwebthing.com Outputs These really are the low-hanging fruit of measurement. They are easily quantified numbers, such as visitors, unique visitors and new vs. returning visitors. Historically, too much emphasis has been placed on Outputs; they should be considered the first step of measurement, not the only one. They offer context, not insight. Outtakes Outtakes go somewhat deeper and measure more meaningful activity. This could be pageviews, avg. duration per visit and bounce rate. As digital marketing professionals I believe this is the level everyone should aspire to as a minimum requirement. If your agency just gives you Outputs it may be time for a change. Outcomes Finally, Outcomes are measured over a longer term, require more buy-in from the client and greater resource to measure, but most importantly are linked back to business objectives. Outcomes are high value activities, such as data capture, leads, sales, conversion rate and traffic acquisition cost. In short, Outputs and Outtakes are useful, but Outcomes show digital activity in its most impactful light.
OUTPUTS, OUTTAKES & OUTCOMES socialwebthing.com OUTPUTS Visitors Unique visitors New vs. returning OUTTAKES Pageviews Avg. visit duration Bounce rate OUTCOMES Data capture Leads Sales Conversion rate Traffic acquisition cost BUSINESS VALUE LOW HIGH
socialwebthing.com CONTACT DETAILS @bencotton socialwebthing.com linkedin.com/bencotton slideshare.net/bencotton THANK YOU

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Measuring the Success of Your Website

  • 1. socialwebthing.com MEASURING THE SUCCESS OF YOUR WEBSITE By Ben Cotton @bencotton socialwebthing.com
  • 2. THE BARCELONA PRINCIPLES socialwebthing.com 1. The Importance of Goal Setting and Measurement 2. Media Measurement Requires Quantity and Quality 3. AVEs are not the Value of Public Relations 4. Social Media Can and Should be Measured 5. Measuring Outcomes is Preferred to Measuring Media Results 6. Business Results Can and should be Measured Where Possible 7. Transparency and Replication are Paramount to Sound Measurement
  • 3. WHAT ARE OUTPUTS, OUTTAKES & OUTCOMES? socialwebthing.com Outputs These really are the low-hanging fruit of measurement. They are easily quantified numbers, such as visitors, unique visitors and new vs. returning visitors. Historically, too much emphasis has been placed on Outputs; they should be considered the first step of measurement, not the only one. They offer context, not insight. Outtakes Outtakes go somewhat deeper and measure more meaningful activity. This could be pageviews, avg. duration per visit and bounce rate. As digital marketing professionals I believe this is the level everyone should aspire to as a minimum requirement. If your agency just gives you Outputs it may be time for a change. Outcomes Finally, Outcomes are measured over a longer term, require more buy-in from the client and greater resource to measure, but most importantly are linked back to business objectives. Outcomes are high value activities, such as data capture, leads, sales, conversion rate and traffic acquisition cost. In short, Outputs and Outtakes are useful, but Outcomes show digital activity in its most impactful light.
  • 4. OUTPUTS, OUTTAKES & OUTCOMES socialwebthing.com OUTPUTS Visitors Unique visitors New vs. returning OUTTAKES Pageviews Avg. visit duration Bounce rate OUTCOMES Data capture Leads Sales Conversion rate Traffic acquisition cost BUSINESS VALUE LOW HIGH