KPI Matrix – CPS Website
Communication Output KPIs Attitudinal KPIs Behavioral KPIs
Objectives
Enhance service quality Increase the number of Achieve a user satisfaction rate Increase the conversion
and user support user support requests of 90% for customer service rate of users who apply
handled by 25%. response time. for services and complete
registration by 20%.
Increase the monthly Achieve a satisfaction rate of Achieve a monthly
average page views by 90% for user-reported content growth in document and
25%. relevance to need. handbook downloads by
20%.
Increase prospective Orientation and Users find CPS content Clicks on orientation
student engagement and student content shared interesting, relevant, and links or student-focused
guide them toward on The Pulse and student-focused. sections.
inquiry or application
homepage.
through a clear,
informative, and easy-
to-navigate website. Social media content Users feel a sense of connection Engagement (likes,
that includes student to the CPS community. comments, shares) on
events, highlights, and student-related posts or
"Faces of CPS" stories.
stories, shared on both
the website and via Users perceive CPS programs Number of clicks on
emails. as clear, relevant, and aligned 'Apply Now' or 'Request
with their needs. Info' buttons.
Clear and intuitive Users feel confident in Number of clicks on
website navigation and navigating the site and finding student stories or social
menu structure with the information they need. media highlights.
prominent, visually
appealing CTAs like
"Apply Now" and Users feel encouraged and Click-through rates on
well-organized motivated to inquire or apply. inquiry and application
program overview pages.
sections.
Juan’s Reflection
The most difficult part was creating KPIs that are clear and useful. We had to make sure
each KPI matched the CPS website and the communication objective. It was not easy to separate
what the website shows, what users feel, and what they do, because we think these are
connected. We also tried to avoid repeating ideas.
Yifan’s Reflection
Creating effective KPIs required careful thinking about the connection between user
perception and user action. One of the main challenges was distinguishing attitudinal KPIs,
which reflect thoughts and feelings, from behavioral KPIs, which represent measurable actions.
It was also important to ensure that all KPIs aligned with the website's communication goals
while being practical to measure. Developing KPIs that are specific, relevant, and non-redundant
took collaboration and refinement during the team discussion.
Yongpei’s Reflection
I mainly studied the basic definitions of three types of KPIs.
Output KPIs focus on direct, quantifiable results, such as page views and registered users,
which are surface-level achievements.
Attitude KPIs are about users' feelings and opinions, such as satisfaction and willingness
to recommend, which need to be obtained through surveys or feedback.
Behavioral KPIs focus on users' specific actions, such as click-through rates and return
visit rates, which reflect users' actual operations.
At the beginning, I had some doubts, such as the metric of registered users that might
seem to belong to both output and behavioral KPIs. Later, I understood that the number of
registered users is an output KPI because it only counts the results and does not involve the
behavioral details of the registration process. If we were to study it using behavioral KPIs, we
might focus on the "completion rate of users from the first step to the final submission in the
registration process."
I believe that it is precisely because focusing only on Output KPIs may lead to "high
traffic low conversion" or "high registration low activity" that we need to further pay attention to
Attitudinal KPIs and Behavioral KPIs
