A recent white paper from WebTrends’ Eric Rickson provide a great outline of the important measurements of success for any web site or application. Eric’s articles were directed specifically to mobile-based experiences, but they are equally valid for desktop-based experiences too. If you are designing a new site or application, or evaluating an existing one, be sure you are designing your strategies so that the answer to each of these questions is “yes”:
1. Are people finding and using your mobile properties?
2. How engaged and loyal are your users?
3. Are they engaging in high value activities and becoming customers?
4. Are we retaining customers and encouraging repeat usage?
Eric’s blog suggests specific KPIs that you will want your agency to build into the site: http://blogs.webtrends.com/blog/2011/08/05/new-whitepaper-developing-a-strategy-for-mobile-maturity-and-investment/