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Websites: measuring success.

Article Excerpt
This checklist is designed to help measure the success of your website. It assumes a basic knowledge of the Internet and web browsers. The Internet is a powerful medium for business and a website should be used as an integrated part of any marketing strategy.

Definition

Imagine that your website is a supermarket. You want to be able to access information as supermarket chains do. They scan your trolley items and take that information to determine what sells best and how to organise their supermarkets to catch your attention.

Measuring the success of your website, or web metrics, means defining your goals and assessing what happens at the site in order to meet those goals. You cannot manage what you cannot measure, and you cannot measure what you cannot define.

Advantages of measuring website success

Web metrics:

* can strengthen your case when justifying the costs of running your website

* can give you information that can be used to improve your site.

Disadvantages of measuring website success

* You cannot measure everything successfully.

* Storing and archiving data can be a full-time job.

* Some software can be expensive and it must be carefully selected to be sure it will do exactly what you want.

Action checklist

1. Extend the use of the website

Your website is not a separate entity. It is a tool to be used together with all the other marketing and delivery tools that you have. Are you using your website efficiently? Websites can be used to communicate with suppliers, customers and the press. Billing and checking the...

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