Creating an action dashboard for GM would including KPI metrics for those users that continued through to the specific brand site vs those that exited on the brand landing page.
The first quadrant would show the the trends in traffic comparing each of the brands and their conversion rate to the brand specific site. This would give a comparison and show if there was a particular brand that was having issues getting traffic to complete.
The second quadrant could show the trends over time for each of the brands. This allows them to identify any changes that were made compared to successes.
The third quadrant would summarize the changes that have been made with dates as well as future changes for consideration. The consideration list should also outline proposed dates of action. The changes could identify specific holiday times or beginning of summer when people are more likely to be buying cars.
The fourth quadrant can give summary information of goals that changes should have on the site. This would tie the proposed changes to outcomes.
I like your choice of metrics for the ADB. I especially like the idea of the third quad being a "change summary;" that would be handy.
ReplyDeleteGood post!
Great Job Richard, i especially like the first Quad which is to make sure they catch the problem in the beginning. This Quad will let them redesign the problem.
ReplyDeleteI can see how the action dashboard you're proposing could be valuable to an organization such as GM. Traffic and conversation rate are always important but also showing the trends can produce valuable information. Summary information can also be vital with the amount of information organizations have to deal with these days.
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