Working on a marketing dashboard? Choosing which user metrics and KPIs to put on your dashboard? Here is a fine series of posts about tracking user behavior and conversion metrics for online product marketing. AARRR – Product Marketing for Pirates is a post by 500 Hats as is User Experience is a Depth Metric, not a Breadth Metric.
Both articles focus on how to measure customer flow through an ecommerce experience and what the relevant metrics should be. The key idea is to measure the user’s engagement with your content and the website experience.
There are some very nice graphics in the articles. Here is a chart with example conversion metrics:
The pirate theme comes from the acronym used to frame out McClure’s thoughts on 5 ways to measure user experience:
- A – Acquisition (where did the customers come from?)
- A – Activation (how many had a good initial experience?)
- R – Retention (how many users come back for more?)
- R – Referral (how many refer others to the site?)
- R – Revenue (what money resulted from the behavior?)
The diagram of the customer lifecycle is good to study:
In terms of metrics for user experience, the central idea is that engagement (depth of involvement) is a better measure. 3 key points are made about trying to capture KPIs for user engagement:
- Top line measures such as number of unique visitors or number of active users are bad user engagement metrics.
- Number of page views is better, but still is poor as a user engagement KPI.
- Active clickstream time within a session and repeat sessions over time are best metrics for user engagement measurement.
Go read the posts for explanations.
If you are working on online product marketing dashboards and are deciding what user engagement metrics to show on your dashboard, you must read those posts.
Tags: Dashboard Metrics, Marketing KPI, Business Intelligence, Web Analytics Dashboards, Product Marketing Dashboard, User Engagement Measurement