Executive Dashboard Case Study : 5 KPIs for Kayex

Kayex is a producer of crystal growing equipment for the solar and semiconductor industries located in Rochester, NY. Its Web presence allows the company to shine all over the planet to reach new customers from any country.

This website looks like it’s only for informative purpose since there is no online selling even for the spare parts. Trade show presence are listed and products are quite well detailled. There is an online form to request a quote.

So, what could be five highly valuable KPIs to put in an executive dashboard?

Qualified search traffic

Let’s start with traffic from search with qualified keywords. This will expose the value of the website content. A beautiful website is good. A website found by customers is better.

Actions from qualified search traffic

Qualified search traffic is highly valuable to the business like a hungry customer entering a restaurant to look at the menu. Have they contacted the company, seen the demo or requested a quote?

Downloads of data-sheets and technical documents

Are anyone interested enough in your products to dive into the details?

Actions from visitors who watched the online demo

Is the demo driving real business or is it just kept ignored?

Trade shows

How about visitors looking forward to see you on a trade show?


With these KPIs, a manager will get a global view of the website business performance. Sure, these KPIs can and should be adjusted over few months as well as the website itself.

Discussion is open. What do you think? Do you see other / more important business KPI?

Stéphane has been working on business Web projects for more than 15 years. He has a computer science degree and a MBA specialized in e-commerce from Laval University in Quebec City. That also explains why his writing can sound weird: He is a French Canadian!

Want to be a guest writer on the DashThis blog? Drop us a line at marketing@dashthis.com!
View his LinkedIn profile or email Stephane: stephane@dashthis.com

Category: Key Performance Indicators (KPI), Marketing Dashboards Comment »


Get 10 dashboards for 15 days

Don't worry, we don't need your credit card info.

About Us

DashThis is a comprehensive digital reporting solution for agencies and marketers. It's designed to satisfy most of your marketing and analytics needs, from PPC, SEM, SEO, Adwords, Bing, Facebook, other Social Media networks, and White label reporting dashboards. Check out all our features to see everything we offer!

DashThis is a trademark owned by Moment Zero inc - Copyright © 2011-2018