Measuring a trust center
Page views tell you little. Time saved and deals unblocked tell you whether the trust centre is working.
Measure a trust centre by what it removes: the time from a document request to release, the share of requests approved without a human, the number of questionnaires avoided or shortened, the length of security review in your pipeline, and the accounts that viewed the page before sales knew they were evaluating you. A managed trust centre's monthly report covers most of these.
Which metrics matter?
| Metric | What it tells you | Where to get it |
|---|---|---|
| Median time from request to release | Whether the gate is slowing deals | Request log |
| Share of requests auto-approved | Whether your rules are doing the work | Request log |
| Questionnaires received per quarter | Whether the page is ending reviews early | Your own tracking |
| Security review duration in the CRM | Effect on the sales cycle | CRM dates |
| Unknown accounts viewing or requesting | Buying signals for sales | Platform analytics or request log |
| Days since last content update | Whether the page is going stale | Change log |
How do we set a baseline?
Before launch, record a quarter of review volume, hours spent and review duration from your CRM. Compare the same numbers a quarter after launch. The cost calculator converts the hours to CAD.
What should a monthly report show?
- Requests received, released, declined, with median time to release.
- Questions received and how many were answered from existing content.
- Accounts that viewed or requested documents, flagged where sales did not know them.
- Content changed during the month, with dates.
- Open questions waiting on you, and how long they have waited.
A report with those five items takes minutes to read and tells you whether the trust centre is doing its job. It is included in a managed trust centre, and a platform can produce most of it for a self-managed page.
What targets make sense?
Same business day for releases to customers and active prospects, a clear majority of requests auto-approved once rules are written, and no content older than a quarter without review. Set your own targets from the first quarter's baseline rather than copying someone else's.
Common questions
Are trust centre page views a useful metric?
Only as a trend. Who viewed and what they did next, requesting a document or skipping a questionnaire, matters more than the count.
How often should we review the metrics?
Monthly, alongside the pipeline. A managed service sends a monthly report for this reason.