What are Dashboard and KPIs really for on Digital Marketing? – Part 1


In the sports facilities sector, Digital Marketing and some of its tools, such as social networks, can be used for many issues such as the development of brand image, the promotion of socialization among customers or certain communications, but the primary objective should be the achievement of new customers and the panel for the analysis of KPI’s (Key Performance Indicators) indicators that lead to this objective is the so-called Dashboard.

The Dashboard must include KPI´s on the general operation of the center, such as the number of registrations, the number of cancellations, the percentage of clients that repeat from one month to the next, the clients of cancellation that we recover or the average ticket per client, but among these should not miss the ones related to Digital Marketing. To do this, the key medium must be the centre’s own website and its analysis using web analytics tools such as Google Analytics.

In line with this, many sports centres are offering direct registration to the online centre. However, this is a strategy that can work very well with certain business models such as Low Cost, but can be harmful for others such as Premium centers. The reason for this is that the percentage of people willing to spend more than 90€ on a sports facility via the internet, without having seen it, is negligible, with the disadvantage that, having the prices on the web, greatly complicate a direct sale in the center (taking advantage of the possible high motivation that it is possible to achieve there) because of the difficulty of using accelerators, promotions or techniques Upselling to potential Upselling.

Therefore, in these business models, the ideal thing is that the objective of Digital Marketing is to achieve another type of conversion: the achievement of contact forms, as a previous step to the appointment of visit to the center and closing of the discharge in the same one.

In view of this reasoning, we concluded two possible objectives that we will measure as digital KPIs: the direct online closing and the achievement of contact forms. Given this, the previous step would be to make our website attractive enough to invite the visitor to carry out the action of registration or request contact. This attraction will depend on factors such as:

The loading speed.

The graphic design of the site.

Content Distribution.

The interest generated by the contents.

The location and format of the forms.

The hook inductor to the use of the form.

If these variables are well-designed, the conversion ratio must be satisfactory. This ratio, which we must include among our KPI´s, will be calculated as a percentage of conversions over the total number of visits to the website (for example, if for every 1,000 visits to the website we achieve 20 contact request forms we would be in a ratio of 2% which is a common result in online marketing).

However, there are other previous factors that also condition the achievement of conversions: the quality of visits (degree of segmentation of visitors and, therefore, motivation potential for the centre) and the total flow or volume of visits. This flow of visits must be differentiated in two KPI´s: the number of sessions (the number of times we have landed on our website in a period of time) and the number of users, which do not have to coincide since there may be users who access more than once. Fine spinning, we could also discriminate new users from repeat users.

At this point, it would also be important to define which are the possible channels that will produce transit to the web and how we will manage them to provide us with quality leads. The quality of these visits can be measured with another KPI, the percentage of rebound (visitors who land on our website and leave it without having browsed or interacted inside) and the average time of visits. Thus, if the percentage of rebound exceeds 60% or the average duration of visits is less than two minutes, we can say that a significant part of our visitors are only curious or people who arrived by mistake, without interest in the discharge to our center. However, this data could also indicate that the website has design flaws and is not attractive to our target.

In the second part of this article we will deal with the above-mentioned channels for generating visits, the associated KPI´s and some indications of interest to maximize their effectiveness.