What are the five most used key performance indicators (KPI) for lead generation? As of the 4th of august 2011, by analyzing all executive dashboards created in DashThis! , we found the following are the top KPIs implemented.
1- New account signups
Obviously, this is the most relevant KPI as every new account signup is a highly qualified visitor. A big part of the job is done when someone is willing to test your product.
2- Conversion rate (# conversion / # visits)
In terms of lead generation, a conversion might be a free trial signup, a subscription to a newsletter, a visitor who watch a video or a download of sale documentation. In an executive dashboard, all of those should be grouped together as one KPI.
3- Qualified visits ratio (#qualified visits / # visits)
A qualified visit might be a visitor from your PPC campaign, someone who watch your video, browser to your product, etc.
4- Search traffic ratio (#visits from search / #visits)
Any visits coming from search. You might want to qualify those visits by defining relevant keywords.
5- Site abandonment by qualified visits (#qualified visits who didn’t convert / # visits)
You know the conversion rate, but who many qualified visits do you loose? Loosing valuable visits might mean loosing business.
Tell us what are the KPIs you use to track lead generation in your executive dashboard?