Dasboard - Hits & HiPPO’s

22/03/2010 by David Slade.

Your boss is always asking about the number of “hits” your company’s website is getting.

This has not been a valuable success metric since the ’90s, and it is like nails on a chalkboard to any analytics professional. Potential consumers are not “hits” they are people who expect valuable content and a quality user experience when they visit a website.

You still design with HiPPO (highest paid person’s opinion) standards in mind.

Great design drives conversions, so it needs to be strategically crafted to contribute to design goals. What worked on a previous project or competitor’s building does not necessarily translate to your company. I am not advocating that you discount people’s opinions or blindly follow analytics it is important to take both into account. Data are a great unifier and can help keep people on the same page in board meetings. By combining objective and subjective points of discussion, it is easier to come to sound marketing decisions. Even if the topic on the table is outlandish, cutting edge, or uncharted territory, at least data can be a place to initiate the conversation.

In conclusion, combining marketing insight with data is an extremely powerful and successful strategy.

This can easoly apply to any engineering design project undertaken, and the design brief, or lack of one!

Posted in Dasboard, Web 2.0, Marketing | No Comments »