OKR Examples
Coming up with your OKR can be a difficult task. To help you, we've collected examples across company types, teams and roles.
Reach an initial level of product/market fit
Key results:
- Have 20 leads agree on trial period
Raise initial seed round and secure 1 year runway
Key results:
- Raise at least $200k at $2m valuation
Be the preferred supplier of content for the target audience
Key results:
- Reach avg. engagement rate on posted content of 3%
Achieve stunning packaging efficiency
Key results:
- Improve avg. order packaging time from 1 minute to 40 seconds
- Maintain daily avg. packaging error rate of 0.1% throughout the cycle
Improve purchasing prices on category X
Key results:
- Decrease avg. purchasing price from $10/piece to $8/piece
Improve handling and review of pull requests
Key results:
- Achieve 90% of pull requests reviewed within 24 hours by team member
Improve the value that users are getting from Facebook Live
Key results:
- Increase avg. time spent watching Facebook Live from 80 seconds to 160 seconds
Align organization around product roadmap
Key results:
- Achieve ability to link 100% of all future projects to product roadmap
- Ensure 100% of co-workers can identify if their product wishes aligns with product roadmap
Improve user research procedures
Key results:
- Increase user interview cadence to reach 5 monthly interviews
Decrease financial expenses
Key results:
- Decrease salary related expenses by 20%
- Decrease non-salary related company expenses by 30%
Increasing Google Adwords spend profitably
Key results:
- Increase Google Adwords spend by 20% while maintaining ROAS 3
Improve our payment fraud detection algorithm
Key results:
- Increase the AUC of our fraud detection algorithm by 20%
Make our user onboarding a delightful experience
Key results:
- Improve onboarding conversion rate from 20% to 40%
Achieve a state of successful MVP
Key results:
- Achieve purchase interest from above 50% of interviewed leads
Increase employee work-life balance
Key results:
- Increase avg. work-life balance review score from 2.5 to 4
Improve Google Shopping product catalogue quality
Key results:
- Increase # of products with all attributes available from 50 to 75%
- Decrease weekly product rejections from 3 to 0
Build a community following in YouTube
Key results:
- Increase YouTube following from 10k subs to 30k
Grow new newsletter significantly
Key results:
- Add 20.000 new subscribers to newsletter
- Maintain avg. open rate and click-through rate of 30% and 3% respectively
Spend marketing budget at successful rate
Key results:
- Maintain total marketing spend at 12% of monthly revenue
Improve readability of database metadata
Key results:
- Increase number of database columns with descriptions by 50%
Improve data science reporting setup
Key results:
- Decrease number of reports done ad-hoc from 10 to 2
Improve data cleansing processes
Key results:
- Decrease % of rows unsuable for data model x by 20%
Achieve lightning-fast data model calculation
Key results:
- Decrease dashboard data calculation time delay from 1 day to 3 hours
Increase traffic from Google Image searches
Key results:
- Increase weekly Google Images visitors by 100% from 200 to 400
Increase company visibility in Google
Key results:
- Increase profile detail clicks and clicks to website from Google company profile by 100%
Launch SEO roadmap for the team
Key results:
- SEO roadmap outlining 10 content pillars and low-hanging keyword ideas
Catch customers likely to churn
Key results:
- Decrease % of "likely to churn" customers who churn from 50% to 25%
Capture successful customers usable for testimonials
Key results:
- 5 customers likely to use in testimonials delivered monthly to marketing team
Reach stellar customer onboarding
Key results:
- Average response time during onboarding steps of below 1 minute
- Average review rating of 4.5 for onboarding-related tickets
Improve shipping step in checkout process
Key results:
- Increase % of people completing shipping step in checkout by 15%
Optimize our ad creatives for more engagement
Key results:
- Increase the avg. click-through rate on social ads by 50%
- Maintain ROAS of 3x across social ads throughout cycle
Optimize our lead magnet opt-ins
Key results:
- Increase the avg. conversion rate on lead magnets from 2% to 4%
- Maintain the current conversion rate on leads from lead magnet of 5%
Optimize the traffic volume from automated emails
Key results:
- Increase the avg. open rate on automated emails from 30% to 40%
- Increase the avg. click-through rate on automated emails from 2% to 4%
Optimize the speed of our current experimentation process
Key results:
- Decrease the avg. time to experiment launch by 50% from 4 days to 2 days
Upgrade sales team qualifications
Key results:
- Achieve a 90% rate of sales team passing the "How to do sales" course
Respond to leads surprisingly fast
Key results:
- Achieve avg. response time on new sales-qualified leads of 30 minutes
Build up substantial meetings calendar
Key results:
- Book 30 meetings for demo of new product X
Improve our trial-to-paid process
Key results:
- Increase percentage of SMB customers upgrading after trial from 10% to 15%
Optimize sales closing procedure
Key results:
- Decrease time from initial lead contact to contract signing by 25%
- Increase email outreach opening rates by 30%
Build out significant sales pipeline
Key results:
- Add an additional $20k MRR to sales pipeline
Use ticket templates to improve speed and customer satisfaction
Key results:
- Improve total reply time by 50% from avg. 2 minutes using templates
Achieve our best customer rating to date
Key results:
- Maintain 7-day avg. customer rating of 4.5/5
Improve the well-being of the Customer Service team
Key results:
- Increase eNPS score for Customer Service team from 4 to 4.5/5
Create a stellar return process for customers
Key results:
- Optimize return process to achieve a 50% time saving for handling returns
Make team available when our customers need us
Key results:
- Improve shift schedule to cover hours when 90% of customer buy
Achieve best in class response times
Key results:
- Maintain a level of 95% answered tickets within 24 hours during the last 14 days
- Achieve avg. rating of 4.5/5 of the same tickets
Improve overall team skills in React
Key results:
- Achieve 8/8 engineers having completed React course and quiz exam
Align the codebase with the design files
Key results:
- Refactor all 20 main components to follow UI kit requirements
Ramp up profitable marketing acquisition
Key results:
- Increase ad spend to $100.000 while maintaining ROAS of 3
- Increase avg. quality score across Facebook Ads from 6 to 8
Increase our following across social channels
Key results:
- Add net 10000 new followers to TikTok account
- Add net 3000 new followers to Instagram account
Accelerate paid acquisition post product/market-fit
Key results:
- Generate 30 qualified product demos within marketing budget
- Generate 200 qualified downloads of new e-book within marketing budget
Grow the subscriber base significantly
Key results:
- Increase email list subscribers by 5000 with CPL < $2
- Reduce unsubscribe rate from 3% to 1.5%
Create first successful demand generation
Key results:
- Spend $10k on ads with above 3% engagement
Improve PTO usage across company
Key results:
- Increase % of employees using PTO from 80 to 95 percent
- Increase employee PTO notice in advance from avg. 1 week to 3 weeks
Improve acceptance rates for new hires
Key results:
- Increase offer acceptance rate from 50 to 75 percent
Increase employee WFH productivity
Key results:
- Increase the reported productivity score for the remote workforce from 6 to 8
Improve our email open rates
Key results:
- Increase email automation open rates from 25% to 35%
Improve signup flow for hosts
Key results:
- Increase signup completion rate from 20% to 25%
Grow weekly inbound leads levels
Key results:
- Increase weekly inbound lead value from $50k to $100k
- Increase conversion rate from MQL to SQL from 2% to 4%
Increase website visitors
Key results:
- Increase weekly website visitors from 5000 to 7000
- Increase average session duration from 90 seconds to 120 seconds
Improve product page visibility in search engines
Key results:
- Increase organic traffic to product pages from 10 visits/month to 100 visits/month
- Increase number of products discovered in search from 80% to 100%
Improve overall search presence significantly
Key results:
- Increase referring DR50+ domains from 10 to 30
- Increase freelancer staff writing 3 articles/month from 1 to 3
Reach new stellar team response times
Key results:
- Maintain a level of 95% answered tickets within 24 hours during the last 14 days
- Achieve avg. rating of 4.5/5 of the same tickets
Achieve our best satisfaction score to date
Key results:
- Increase 7-day avg. satisfaction score from 4.5 to 4.8
Develop stellar skills within the team
Key results:
- Reach 100% success rate on team members passing Reforge Customer Success course
Acquire capital and knowledge for future growth
Key results:
- Raise at least $500.000 at $6 mil. valuation
- Add a minimum of 3 senior industry people to advisory board
Improve website loading experience
Key results:
- Increase avg. Lighthouse score from 50 to 100 across product pages
Optimize application build time
Key results:
- Decrease build time from avg. 5min. 40sec. to below 3min.
Improve the backend response times
Key results:
- Decrease avg. response time across backend services from 300ms to 100ms
Minimize technological debt
Key results:
- Decrease codebase built in old framework from 30% to 5%
Optimize new user activation
Key results:
- Increase percentage of new users who are considered "activated" from 30% to 45%
Successfully onboard new team members
Key results:
- Achieve 9/10 post-onboarding rating from new team members
- Fill 4 positions within end of quarter
Minimize codebase framework dependencies
Key results:
- Decrease codebase frameworks from 5 to 2
Improve feature release procedures
Key results:
- Reach state where 100% of all releases are described in pre-release post prior to release
- Ensure 100% of relevant co-workers are aware of new releases
Improve usage of internal design system
Key results:
- 90% of new frontend development is supported by design system
Improve managers work with team development
Key results:
- Achieve 90% of team leads having initiated team development programs
Become a happier and more frequent reader of books
Key results:
- Reach a 1 book/month reading pace
Reach all-time high visitor count on blog
Key results:
- Reach the 100 visitors/week run rate
What are OKR examples?
OKR examples are, in general, very specific examples of how other people, teams, and companies might formulate their Objectives & Key results when working with the framework.
They're mostly focused on the objective as well as one or more key results. What few sites showcase are examples of initiatives that might drive people and companies closer to achieving their goals.
Why use OKR examples?
Using OKR examples can be a very clever thing to do when working with OKRs. The reason is that very few people write their first OKR perfectly. And so, using examples across different teams and functions should help you understand how to make the best of OKRs.
A lot of times, people often get too focused on the output they believe will help them reach their goals. This causes people to create key results that are binary instead of numeric. In short, they can't track progress in weekly or bi-weekly meetings because either they reach their goal or they don't. This is generally not the way to use key results. Instead, you should follow a set of principles when creating your key results.
What to focus on when reading OKR examples
Whenever you stumble across an example and think "this is good, I can take inspiration from this", make sure that the example follows the general guidelines for a great OKR:
Specific - don't create fuzzy OKRs but zoom in on what you want to move, achieve or improve
Measurable - binary OKRs are no-gos
Achievable - don't bite over too much
Results-oriented - focus on the outcome and not the output
Time-bound - make sure you're specifying when you should achieve your goals
If you follow these principles, you'll have greater success working with OKRs, but you'll also become much better at writing OKRs that your team can take inspiration from.