The Web Inquiry Failure Rate KPI is a conversion ratio.
The goal isto reduce the rate of failure, by increasing visits
and reducing overallweb
inquiries. This KPI accounts for activities within visits anddoes not cross sessions. It points to problems with content, navigation,and overall user experience.how to measure• Calculation: Total Inquiries/Total VisitsIt is suggested that onceyou configure the date range and reporting style to your liking,that you create a dashboard view of this report and saveit under the category of “Strategic KPI” for easy viewing andscheduled delivery. You may also consider creating an alert tonotify you or key stakeholders of any significant changes in thismetric.Sample Reports:Quick winsThe goal is to reduce the rate of failure per visit, so reporting shouldbe configured for days to focus on optimizing around site performanceand content. It is also important to understand the failurerate trends over time. In particular, comparing conversion rates tosimilar events over time as a measure of long term
effectiveness.• Product Service Launch – Does your company regularlyrelease products or adjustments to services? Compare failurerates between launches (trend view). This will provide insightinto trends in the overall success of content and efficiencies ofthe site. It is important to measure across launches becauseactivity will generally increase immediately after a launch andtaper off for each product/service over time.• Navigation/Design – What are the barriers to success? Measureconversion with path flow analysis. Optimize using A/B testing asnoted in Web Inquiries.sampLe kpi campaign dashboardsummary:The B2B world is complex, and changing every day. Today’s marketersneed to keep up with the demands, and identify emergingtrends before they impact efforts. Fortunately, there are a multitudeof tools and resources that can help. For information on howOmniture SiteCatalyst can help you increase the effectiveness ofyour B2B lead generation and customer relationship management