Today’s websites are no longer solely marketing channels, they are critical production factors. If a website fails to deliver a satisfactory customer experience the entire value delivery chain is broken, and a company will not generate revenue regardless of product quality or value proposition.

Mastering digital performance is one of the leading challenges of the web economy, and requires a joint effort between IT and the lines of business. It means measuring and managing the end-to-end transaction delivery and translating it into actionable information. Here are four tips to help you maximize revenue, build brand loyalty, and deliver an engaging digital experience through the monitoring of a handful of key application performance metrics.

The dashboard below contains metrics that allow the user to determine — at a glance — if customers are happy, if the company is making money, and if there are any impending problems that could impact business success.

All Digital Performance Key Metrics on a Single screen
All Digital Performance Key Metrics on a Single screen

#1: Make sure that your online business is actually generating revenue

Cyber Monday 2014 was Walmart’s biggest ever, with mobile driving 70% of total traffic. They are also well aware of the fact that application performance impacts business results: a recent study indicates the company experienced a 2% conversion increase for every one-second improvement in response time.

It’s the responsibility of both the business and engineering teams to define and achieve conversion and revenue goals, and keeping an eye on these two metrics in real time is essential.

The first set of metrics to add to your dashboard are:

  • Revenue targets
  • Conversion Rate
  • A number, or count, of money-making actions

#2: Make sure that your infrastructure is available to generate revenue

The worst-case scenario is to have your system unavailable. This frustrates customers and often drives them to a competitor’s website! Kia and Soda Stream USA struggled with this issue during Super Bowl 2014. To address this risk, set up an availability check for your IT systems. This is inexpensive, easily implemented, and does not require significant IT changes.

The metric to add to your dashboard is:

  • Availability from my top locations

#3 Be certain that every revenue-generating customer is a happy one!

Uncover the user’s journey based on their actions. This allows you to determine what the user did with your application, how long they worked with it, which features were used, and how their overall experience with your company was delivered.

The metric to add to your dashboard is:

#4 Are your business critical actions successful, erroneous or slow?

The user experience index is a great metric to provide a general overview, but there are some revenue-generating transactions monitor like “search”, “add to cart”, “check out” and “pay”. For financial services companies, key transactions like “log-in” and “transfer funds” can be added.

The metrics to add to your dashboard are:

  • Number of executions of the critical action
  • Failure rate per critical action
  • Response time per critical action

Conclusion

It’s the responsibility of both the business and engineering teams to define and achieve conversion and revenue goals. In IT you can’t impact the product portfolio or how it’s marketed, but you can certainly make sure application performance doesn’t negatively impact conversion rates.

In case you want to get started now try out Dynatrace Personal Free.