If their is any KPI which is not performing well what would be your actions ?

[sweety10]

Hello all, can anyone help me with the below question.

Thank you in advance.

If their is any KPI which is not performing well what would be your actions ?

[yuhuisg · Accepted solution]

First step would be to determine why it's not performing well.

Subsequent steps would be based on the learnings of the first step.

There can be many reasons for a KPI that's underperforming, including but not limited to:

• Bad campaign plan or execution
• Measuring the wrong thing
• Error in data collection
• High hopes
• External conditions that can't be controlled by you, e.g. global recession
• etc

[Jennifer_Dungan]

@yuhuisg has some good advice here.. this question can be open to a lot of possibilities depending on which KPI you are talking about...

Now, if you noticed something like your PVs or Vs or UVs drop drastically "overnight" that might indicate that something broke, and it's time to dig deep and test it... however, it could just be seasonality or as mentioned above global recession, etc... a lot of how you deal with this is very dependent on the type of site, the type of KPI you are looking at, if your site has a behaviour pattern tied to seasons (i.e retail will have peak times of the year where there is a lot of purchases, and other times of the year that are really slow). 

If this is a completely new feature that isn't performing... it could be an error in how the tracking was set up, or it could be an issue with the site not promoting that feature well... maybe users just aren't finding it... this may require a group effort of designers and marketers and analytics to come together to analyze what might be happening.

I understand if you don't want to share specific details here about your setup, but (I can't speak for yuhuisg) but I would be happy to help you in a direct chat if you would like to share more details about your concerns. Or maybe yuhuisg would like to take that on, since he beat me as the first to answer (he is really good and knows his stuff too)

[sweety10]

thank you for your inputs,

can you explain in ecommerce scenario based what could be the problem why KPI are not working well.

can you explain in banking sector  scenario based what could be the problem why KPI are not working well.

[Jennifer_Dungan]

Which KPIs are you talking about... 

I am going to assume campaign code for ecommerce? Or maybe purchase / conversions?

For banking I am assuming maybe you are looking at upsell conversions (like sign up for these additional services, or get a mortgage quote, etc)

First and foremost, if these type of things don't seem to be tracking, you need to test thoroughly and make sure that whatever KPIs you are trying to track are actually working.

If you are sure they are working, the next thing to look at is how is the content being promoted... check where users may be falling off in the path to conversion... is the interface or length of the path convoluted, confusing or are there errors that actually prevent the users from making it through the funnel.

Depending on your current tracking, you may have good events being triggered at each step, or you may have to look at the pages within the flow... you may even need to add additional tracking to try and understand the fallout if you don't have sufficient data to investigate the issue... and this last one hurts because you can't use the data up to this point.. you need to add more data collection to get a clearer view of what is happening....

[sweety10]

thank you for your inputs,

1-can you explain in ecommerce scenario based what could be the problem why KPI are not working well.

2-can you explain in banking sector  scenario based what could be the problem why KPI are not working well.