At this level, you can usually rely upon more standard proxies of success. A CSAT score, for example, is measured by a survey asking members to rate their level of satisfaction with the product on a scale of 1 to 10. A net promoter score (NPS) is measured by asking customers how likely they are to recommend the product to a friend.
You want to measure the score of members via a survey. Then you need to use a survey to measure the score of visitors. You might use a pop-up survey to non-registered visitors to track the latter or email a sample of your total audience. Ideally, you want to measure this over an ongoing period of time (i.e. send the survey out to a different group each month) or have it pop up at random each month. Be careful of the non-response bias:
- Before and after surveys measuring CSAT score of members.
- Before and after surveys measuring CSAT score of visitors.
This will tell you whether customer satisfaction increased. However, it can’t tell you whether this was due to you achieving your objectives or some random factor.
This leads into the second question. Is the change in CSAT score attributable to the community?
Once again, you can look at the correlation between the two scores. You can see the correlation below:
This shows that the goal was achieved to some degree (i.e. the CSAT score increased by a significant amount of both members and non-members). However, the correlation is stronger for non-members than members.