A KPI is a key performance indicator chosen to evaluate progress towards a goal. Not every number that can be measured in a graphic design project is a KPI. If the goal of a campaign is to get offers, increasing the number of likes alone will not reveal whether the design meets the business goal.
Add a measurable task to the design brief
Instead of “attention-grabbing visual,” write what the target person will do after the visual. Examining the product, opening the catalog and leaving a qualified quote request are different tasks. The freelance graphic designer and the person who manages the advertisement should understand this task together. The image's message, call button, and landing page must support the same action.
An example goal in a B2B catalog campaign might be to review the product line and contact with the appropriate technical question. Requests from the right companies, rather than lots of irrelevant downloads, can be meaningful. This example is not a measurement standard that will apply to all campaigns; It explains that the indicator should be chosen according to the business model.
Separate click from result
Clicking a button does not mean that the form has been submitted successfully. Form submission also does not indicate that the sale has been completed. Google Analytics event approach ensures that interactions are handled as separate events. Which event represents which result should be verified by the technical responsible.
The designer can explain the on-screen equivalent of the event in the measurement plan; should not assume that the installation is working correctly. If test submissions and actual requests are mixed, the comment will also be distorted. This article is not an account setup instruction, but a guide explaining how to use the report in design decisions.
Save the conditions of the comparison
- Which image version and message was used?
- To which audience and on which channel was it shown?
- What was the period and media budget?
- Did the page, offer or stock change at the same time?
- How was the indicator calculated and for what decision will it be used?
If two designs are shown to different audiences, it is not right to attribute the difference in results to the design alone. Instead of making a clear winner from a small number of interactions, specify the data limit. At the end of the report, include not only numbers but also a single question that will be changed in the next attempt.
Moving from report to production with a graphic designer
With Selçuk Aker, message, visual hierarchy and format variations can be planned in social media design work. Landing page should continue the same promise. Ad management and measurement setup are scoped separately from design production.
Frequently asked questions
Does the number of likes indicate that the design is successful?
It doesn't show on its own. Together, consider the behaviors and outcomes associated with the campaign's purpose.
Can the designer guarantee a sales increase?
Sales; Offer depends on many factors such as audience, price, product and operation. Design contribution can be tested under certain conditions, general results should not be guaranteed.
How often should the report be reviewed?
It should be examined when there is enough data and a meaningful period for a decision to be made. Instead of renewing the design based on every daily change, use a predetermined evaluation interval.
