Create a website performance dashboard

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Dashboards can be brilliant. They can act as a living mirror for your team, reflecting successes and challenges to address. They can prove the value of your work to clients and higher-ups in an easily digestible way. And they can reveal what your audience needs from your website.

Equally they can be totally useless. And don’t be fooled by the shiny ones. A pretty design and technical impressiveness are no indication of usefulness. 

It’s hard to achieve the former, and easy to bang out the latter. To create a useful dashboard you need to do a bit of work up front to:

  1. define your audience and their goals for the product
  2. get all the data 
  3. get rid of most of the data
  4. start with a low-fi design and iterate
  5. get your team using it

An example of a useful dashboard is the Dashboard for GOV.UK transition project. This allowed my team to get more resources to ensure that our site was meeting user needs.

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Define audience and product goals

Don’t try to do too many things for too many people. For example do you want your dashboard to primarily be for your team to help them improve content? Or do you want to show clients or management the value of your work?

Hold a workshop with your audience to define their goals

Having people in the same room is really important to get a consensus, because they’ll often have competing needs. A good workshop will allow everyone in the group to have a voice and go away with a better understanding of the product goals and how to meet them. Here are some questions you can ask:

  • what do you want to achieve with your website (i.e. increase inquiries or purchases)?
  • how will you know when you’ve achieved it?
  • what data do you use already, and how do you use it?
  • what will indicate why you have and haven’t achieved your goals so that you can improve your product?

Try not to ask what metrics people want to see! Often they’ll give you a long list of metrics that won’t achieve squat. Instead focus on the actions they want to take with data insight.

Prioritise competing needs as a group and be realistic about what you can cover. If there are loads of different needs go back to the original goal to work out what will make the dashboard a success.

Get all the data

Once you’re clear about what success looks like, take a wide sweep of the user insight available to you. Look for qualitative and quantitative insight from things like lab-based user research reports, call centre insight, surveys and online feedback forms. Do an in-depth user journey analysis using Google Analytics to find the best metrics and get more context about website performance. Get your hands dirty with the data and keep asking yourself whether it will achieve the product goals, and allow your team to measure the effect of any changes they make.

Get rid of most of the data

You’ll probably be swamped with data, so half the job is deciding what to leave out. You only want high-level indicators that will show you where to deep-dive. For example tracking each field in an online contact form is probably too much information for a dashboard. You just want the number of contacts, and only if this is an important success indicator.

Mock up a low-fi dashboard

Scrawling numbers and words on a whiteboard or brown paper is a great way to start. Keep it in a public space so that people engage with it, and encourage your team to own the dashboard and provide critical feedback. For dashboard mockups it’s a good idea to:

  • use real data and insights to make sure they’re useful
  • include a headline at the top that reflects the main takeaway of that period, for example if you’ve had a huge spike in contacts due to an effective promotion spell it out
  • use lots of words – unless your team is very data-oriented they’ll appreciate it
  • keep it uncluttered

Show it to your group and get feedback.

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Iterate

Keep your dashboard in a low-fi format for a while to see if it’s useful over time. Once you’ve got to a point where it’s delivering good results, decide on the best way to render it. A simple Google Analytics dashboard that can be emailed automatically will work well if that’s your main source of data. Consider Powerpoint presentations, Google sheets if you want to automate different sources of data. Or a whiteboard dashboard will do just fine if you’ve got a couple of clear goals, such as increasing sales and reducing complaints.

Show the team the value of the dashboard

Present the tarted up dashboard to your team and explain how the website is (or isn’t!) meeting their goals. Confirm how often and in what format they’d like to receive it. A combination of presentation and email is good – it’s best to talk your audience through the insights to make sure they’re useful and used. Let them know that it will never be finished, so feedback is always welcome.

If you need help making useful performance dashboards get in touch!

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