![]() In short, always think about the KISS principle. Or, as I like to say: if the building was on fire and you had to save only ten metrics, which ones would you pick? Only a couple of key results will do just fine. And to do so, don’t overload your client’s dashboards. So, long story short, give your client the true honest facts about your results. And that’s ok as long as you are honest with your clients. That’s good for both the client and the web agency actually: You now develop a business relation based on trust and respect.Īnd you know what? No one hits 100% homeruns 100% of the time. You can’t ignore the results like in the ol’ days. Showing them to the client would be a bad business decision (transparency anyone?).įortunately, in the marvelous Internet era, most of online activity can be measured with a pretty darn good accuracy. The practice at that time was simply to leave these results in the drawer. Those who tried things like couponing or a distinct phone number would often be surprised about how difficult the results were to get. Most marketers would rely on the “branding” concept because there was no easy way to measure the return on ad spending. It’s all about “branding.” Not!Īctually, that reminds me advertising in the pre-Internet era. That works as long as he believes there’s a return on his investment!Īdvertising can’t be measured. A client could pay you for years without never seeing a tangible result. Indeed, web marketing has this terrible flaw of being virtual, untouchable, and elusive. So, if we get back to the basics, why do you provide a report to your client? Because it’s probably the most tangible thing they will feel about the return on the money they pay you. Unless that’s exactly what you want because you are tempting to hide your poor results? But that’s another subject. Flooding your clients under a truckload of numbers and statistics won’t help them see what you have done for them. Numbers are complicated for most of us humans. No need to complicate a dashboard on top of that. Or as I have read somewhere: Don’t make me think! In fact, that should be a guideline in almost everything you do whether it’s a website, a landing page, a campaign or a shopping cart. Simplicity should be a key goal when designing a dashboard or a report. Or said otherwise, the simpler the better.Īctually, beside geeky engineers, who likes complicated things? Surely not the average web agency client! ![]() KISS stands for “Keep it simple, stupid”. I could say they follow the KISS principle when creating their dashboards. One thing that stands out from the crowd though: most of our dashsboard-intensive users (clients with more than 20 dashboards and reports in their account) keep things very simple. I guess there are as many different ways to create a good dashboard as there are great web agencies out there. ![]() I knew we had a bunch, but I’m still surprised do see that we have more than 23,000 active reports!įrom time to time, I check some of them to see how our clients use our reporting tool. Wow, I just thought I’d check on how many dashboards we handle at DashThis.
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