Critical Few Metrics

I again choose Redline Auto Service to answer this question.

 What are their critical few metrics? Why?

Ultimately the most critical metric for this organization is the profit the business generates. This is essential because without it the organization wouldn't exist and its employees rely on the profit to earn a living. Customer satisfaction however is essential for a business such as this because there are many other options and without customer trust and loyalty there would be no income. Customer growth is another important metric.

Specifically for web analysis however the metrics that are useful are the number of new and returning visitors and the rate at which they inquired about or scheduled appointments online.

 What are their macro conversions?

The macro conversion for this organization was mentioned earlier. It would be the number of appointments scheduled at Redline Auto Service through their website. These appointments usually translate into profit assuming they are not cancelled.

 What are their micro conversions?

There are a few micro conversions currently in place, though it could use more focus. First and foremost the website allows for inquiries to be made to the business about future, current, and past repairs. This helps to build relationship with customers and increase customer satisfaction. There are a few things I would like to do with the site such as updating it more and allowing people to subscribe to deals, events, or campaigns. A metric to measure these would be the previously mentioned new and returning visitors as well as the number who sign up.