Net Returns: Maximizing Web Site ROI

By Jan Hepola

If you build it; they will come. For years that was the mantra for the corporate web site. So, we built it. Sometimes they came, sometimes they didn't. We were sold on the idea that “hits” meant success. Unfortunately, very few of us could really say if the web site was adding to the growth of our company. We weren't sure what measurements made sense, and which questions we should be asking.

Companies that maximize the advantages of the Internet have taken the time to develop a Web Strategy that aligns with specific business goals. For every dollar they invest in the company Web site, they expect to see a return in bottom line savings or top line growth. They develop clear metrics that identify progress and success, and then consistently monitor and manage the results.

If you have a company Web site but aren’t sure how to measure if it is successful, take the time to consider the following questions:

Who should be coming?

The web is a powerful tool. It can provide access to literally millions of people, however most of us are trying to reach a specific market. That's a good thing because it's much easier to grab the attention and meet the needs of a focused, niche community. Clarify the audience you are trying to reach and the measurements you’ll use to know if they’re showing up.

What will they do when they get there?

For most companies, success on the Web is not defined by how many people visit the site. It is defined by the actions those visitors take once they arrive. Did they research your product? Did they call your service reps? Did they answer their own tech support question?

A successful Web site clearly places the needs of the customer first. Within seconds, most users will decide if your site will answer their question or solve their problem. Remember that the purchasing cycle can differ greatly based on personality and product: return visits may be a sign of success.

How can you measure success?

Measuring success of a web site is part science and part art. Balance the two to get a useful picture of how you are doing. Web traffic statistics can be valuable in helping you track how visitors found your site, what they were most interested in, and what might have frustrated them. The amount of statistical data can be overwhelming, so identify which pieces truly support the business metrics mentioned earlier.

Finally, you will want to get feedback from visitors, customers, and staff. This dialogue can often provide concrete connections where the log reports might only provide clues. Create a composite picture of your success by balancing your measurements.

How can we make it better?

Web site development is an iterative process. The good news: you can respond quickly to the results of measurements. The bad news: you can never consider the web site done. Think of it as a work in progress and allocate the resources necessary for long-term success.

Ms. Jan Hepola is an E-Business Development Consultant with Minnesota Technology Inc.