Matrix to Set Your Website Objectives and Outcomes
2 min read

Matrix to Set Your Website Objectives and Outcomes

Matrix to Set Your Website Objectives and Outcomes
Photo by Content Pixie / Unsplash

This post will introduce and illustrate the analytics matrix that could tie to your website objectives and desired outcomes.

Avinash, a well-known web analytics evangelist, says three specific desired Outcomes from a website are:

  • Increased Revenue
  • Reduced Costs
  • Improved Customer Satisfaction and Loyalty

Now stepping back a little bit, on a higher level, the three main Objectives for making a website are:

  • Acquire
  • Convert
  • Retained

In a nutshell, the web analytics framework should support you and enlighten your key stakeholders with actionable insights on the desired outcomes to the website’s objectives.

There could be nine main initial points (refer to the image table below) of thinking to help you get started and inspire possible actions through data.

  1. Acquire: How have your acquisition initiatives impacted your desired outcomes in terms of revenue? So the three areas of points would be Increased Revenue, Reduction in Cost, Customer Satisfaction—just 3 points of interest here.
  2. Convert: How your tactics in increasing conversions impacted revenue, reduction in costs, improving satisfaction. Other three things here but tied to the objective of converting your traffic.
  3. Retained: How did your customer retention efforts impact your revenue, costs, and improved satisfaction/loyalty? Other three things here but tied to the customer retention objective.

This sounds good, but it cannot be very clear… For example, with “Acquisition vs. Reduction in Cost,” you may ask how you can reduce cost when you’re investing your money to drive traffic?

Well, maybe one of your acquisition efforts is SEO so that you could spend “less” on a paid advertisement and drive free traffic. You can also optimize your ads to drive more traffic ad lower Cost per Acquisition (CAC).

Here is the matrix in a table format.

These KPIs are just examples of what I thought quickly, but I hope you get the point.

The challenge for web analysts is to work with various stakeholders who may have very different objectives and goals. Those stakeholders are marketers, sales org, managers, executives, marketers, and all the above. Even if this methodology explicitly clarifies what needs to go into dashboards or actually do the changes, if those people don’t help to support the actions, then the data could become useless.

Even if this methodology explicitly clarifies what needs to go into dashboards or actually do the changes, if those people don’t help to support the actions, then the data could become useless.

The main point of this visual table is for web analysts to make better decisions by connecting the dots between Outcomes and Site Objectives.

Key Performance Indicators won’t do all the work; analysts will need to dive into the analytics software and do more analysis to be confident in the findings and justify the next action. Bringing actionable insights that will bring more money to the business!!

Depending on your reporting needs, you may come across making weekly, monthly, ad-hoc reports just for acquisition, conversion, or retention efforts.

In that case, make sure to not forget the basic principle of 3 outcomes, and do your analytics magic to find actionable insights through the metrics you (including business people) think are important.

Remember, connecting the dots (analysis) is the fun part of doing web analytics.

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