How do you judge your success or performance? We all have a goal when it comes to the endeavors that we take on, and if you have a website then your website also has a goal. So how do you guage the performance of that goal? By using KPIs also known as Key Performance Indicators.
If you haven’t read the prior two entries now would be a good time. You can find them right here:
Board Game Marketing
In this series I’ve been building an example website with an objective and goals. Here is what I have so far:
Build a strong community around my upcoming game on Kickstarter.
Website Goals To Support Objective:
- Increase mailing list opt-ins
- Free downloadable Content
- Prominent opt-in forms on site
- Improve lead quality
- Frequency of communication
- Communication message
- Healthy unsubscribe number
- Increase post shares
- Share buttons on top and bottom of post
- Ask readers to share each post
I’m going to give my example site and game both names. I’m from Boston so I’ll call the website Wicked Awesome Games and the name of the game will be Pahk The Cah.
I need to measure each of the above goals. Instead of trying to guess, I’ll first look at each goal individually.
Increase Mailing List Opt-ins
Wicked Awesome Games’ website just launched so there is absolutely no one on my mailing list. But I’ve got a demo print & play ready in the form of a PDF, I set up my email marketing client, and I’m ready to begin collecting.
So what should my goal be?
Right now you have no one. You haven’t launched anything, you’ve just built your home on the Internet. Don’t worry about getting multiple new sign ups each and every day. That will come later. Right now focus on getting just 1 new person who loves your game or is at least very interested in it.
The people who sign up for your mailing list are your tribe. They are the people that care most about what you are doing. Facebook and Twitter are fantastic (we’ll talk more about them, I promise), but those fans and followers are looking in at your work from the peripheral. They might catch a post here or there, and they might have visited your website. But guess what – they aren’t your tribe. They didn’t want your print and play. They didn’t want to get direct communication from you in their email.
If you focus on growing your mailing list by 1 new person a day you will have a better chance at hitting your funding goal because each of those new people are actually interested in the game you are offering.
Wait A Second
I’ve noticed that a lot of independent designers tend to just give away their print & play from their websites as they feel that getting it out to the most people possible is the best thing. The thing is this: If they made the investment of giving you their email address then they are engaged enough to really care. Plus you can then communicate with them from then on. Without collecting emails then anyone can download and who knows how many will play and you have no means to communicate afterward.
Improve Lead Quality
OK, now that people are starting to sign up for your list you need to get them to listen to you. I recommend sending at least an email every other week. You might want to send more than that. Essentially you want to send your list communication when you have something you need to say to them. If you are posting on a blog consistently at least send a newsletter every time you publish something new.
With your email marketing client you’ll be able to see who opens your emails, who clicks on what links, and who unsubscribes.
The first thing to measure here is your open rate. Mail Chimp shows a games industry average open rate for mailing lists as 22%. This means that if you have 10 people on your list you can hope that 2 of them will open any given email you send.
Goal For Open rate >20%
The next thing you want to measure is the click rate. Again, Mail Chimp offers an industry average of 3.38%. This means that of 100 people on your mailing list 3 or 4 of them will click on a link inside.
Goal For Click Rate >3%
These are two ways that you can measure your lead quality. Once you start building up a decent size list we can start talking about going deeper with this, but for now this is perfectly fine.
Increase Post Shares
This number is going to be arbitrary at first. You need a baseline to go off of. Make sure you are executing the plan to get people to share your post. Do this for 5 posts and promote each one on your most important social networks.
Once this is complete go back and look at how many shares each post got on each network. Average them and use this as your goal.
For Wicked Awesome Games the Facebook goal is 35 shares and the Twitter goal is 50 tweets.
These numbers will grow over time so go back and and take a new average every few months.