From the course: Marketing: Conversion Rate Optimization
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Finding the right KPIs
From the course: Marketing: Conversion Rate Optimization
Finding the right KPIs
- [Narrator] When working with the new client, I often uncover that they aren't aligned on their business goals. Teams haven't outlined what KPI they want to focus on, or they want to focus on a metric that isn't tied to their business goals. For example, I've had clients request that we focus on reducing bounce rate. We could easily do that by cutting off traffic sources like social ads and Google ads. However that could hurt the overall business goals. If you're starting out with CRO I recommend going with KPIs that are directly correlated to your business goals. For B2C and eCommerce brands, your KPIs might include increasing average order value add to cart or going after your first purchase conversion rate. With B2B companies and lead generation companies, your KPIs can include white paper downloads, optimizing for demo signups or going after free trial activations. For more sophisticated CRO teams you could look…