The Scorecard: How to record your Web Strategy Goals
From the weekly Success Insights series: Lessons from our Client Success Programs
A few weeks ago, I explained how we define and review a Web Strategy with goals and metrics. Now, I thought I’d give a simple example of how this concept works in practice.
An example of a Web Strategy Scorecard goal
Goal 3: Retain and improve relationships with existing customers
Support, service and communicate with existing customers through social media and the website.
|“Customer Centre” visitors||50 per week||Google Analytics (www.clientwebsite.com)|
|Downloads of customer information (forms, brochures etc.)||200 per week||Google Analytics (www.clientwebsite.com)|
This way of recording the goal and metrics shows:
- The basic business goal
- A description of how online activities can help meet this goal
- Two clear metrics to track, directly related to the goal
- The targets that will show that this goal is being met
- Exactly where to find each figure so we know how to set up our reporting systems and so anyone else can use this Scorecard later.
Over time, if the way the client interacted online with their existing customers changed, we could change the metrics. For example: If they started having a large Facebook following of customers, we’d include a Facebook-related metric to indicate if they were successfully using that platform to maintain relationships with them.
Have you started recording your Web Strategy goals and metrics?