The webscorecard is made up of goals in different perspectives. These goals mean nothing if you cannot say if you are reaching them or not. Therefore you need to quantify the goals, make explicit where you want to go.

Quantifying is sometimes easy, as with financial goals: I want a return of investment before taxes of 10% in one year. On the other hand, how do you measure client satisfaction, or usability? There the trick sometime is to measure the "not" ,so my goal for satisfaction can be to have 1% complaints on sales per month. Or for usability  the number of aborting users in form < 1%. These measurements are called outcomes, at it is the result of a goal.

Sometimes setting one outcome for one goal is not enough as it may result in an unbalanced execution of the process: if satisfaction is only desired outcome is maximum of 1% complaints, we may invest to much time in making clients happy, costing a lot of money. A second  outcome, time spent per client with rule less 1 minute may avoid this undesired effect.

So it's a game of balancing outcomes in order to get the desired result.

After measuring for some time, it's possible to not only tell if the results are within the desired range, but also the trend of the measured value. is it going up, down?

The webscorecard like the balanced scorecard van visualize this like this:

 

But when you measure an outcome it's already to late to correct any damage, so you need to define a second set of quantifyers which help you predict performance of a goal before the measurement period of the outcome. these predicting quantifiers are called "drivers", they drive your otrganisation towards a goal.

A driver for a financial goal may be the number of sales. For satisfaction the indicator of the goal may be number of staff available, or quality of products.

  

Finally you could define next to desired outcome also a benchmark value, some value you know some other best in class company has reached and you would like to reach.

 

 

On the web use strategy
to be faster than the rest