measuring web site performance are companies making the leap?
TRANSCRIPT
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Measuring Web Site Performance
Are companies making the leap?
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Background
Web sites are important marketing tools Most sites share the same purpose Big investment to build and maintain site
but….Attempts to measure web site ROI?
Web Site ROI
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Definition of return on investment(ROI)
The financial impact of the web site
vs.
initial and ongoing maintenance costs
Web Site ROI
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Why Do The Research?: Find out if companies are measuring ROI
If so:How? --systems? tools?Based on what criteria?vs. other site objectives?Expectations?
Web Site ROI
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Research Question
Do web enabled businesses develop and apply criteria for measuring return on investment for their company web site?
Web site ROI
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Literature Review
Little accountability for web site ROI Sites built with “foggy” expectations Few resources to measure ROI Success measured by opinion, not fact Evaluation methods/tools: yesterday & today
Conclusion:Can’t avoid ROI anymore!
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Research Objectives
Web Site ROI
1. Determine criteria for success? Is ROI a factor?
2. What kind of measuring is being done?
3. Specific ROI goals and expectations?
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Who Will Care?
Results will be valuable to anyone involved with making decisions about their web site!
Web Site ROI
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The Survey
LIMITATIONS No e-commerce sites 50 employees or more 6 months old
SURVEY DESIGN Online
Web Site ROI
TARGET RESPONDENTS Webmaster Marketing Mgr Owners
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The Results
SITE PRIORITIES1) Brand Image
2) New customers
3)Feedback
………..
5) Profitability
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The Results
CURRENT MEASURMENTS & SYSTEMS Number of daily visits Database for customer information (leads) Web site feedback
Web Site ROI
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Results
Web Site ROI
Priority and Importance in Monitoring a Web Site
3.3
4.13.4 3.7
0.0
1.0
2.0
3.0
4.0
5.0
Profitability Feedback Marketing PotentialCustomers
Possible Activities to be Monitored
Pri
ori
ty a
nd
Im
po
rta
nce
Initiatives
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Results
Only 10% had ROI goals
yet… 95% chose strongly agree/agree site when asked:
“Is site doing what it is supposed to be doing”
Web Site ROI
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Results
Web Site ROI
Web Revenue Sources
3.43.9
4.6
3.3 3.7
0.0
1.0
2.0
3.0
4.0
5.0
New Sales PotentialNew Sls
BrandImage
Promos Advertising
Revenue Generators
Imp
ort
ance
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How are site evaluations performed?
METHODS Committee = 64%
or individual Surveys = 18% Software = 18%
Web Site ROI
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Validity/Reliability
43 surveys out of 203 Diversity of the respondents Average respondent:
- 4 year old site
- Publicly held
- Web master
Web Site ROI
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Review of Findings
Literature Review revealed: 1) a need - ROI 2) the market’s response – ROI Tools
Research revealed: 1) lots of measuring and evaluating: --user hits, feedback, new leads etc. 2) No ROI focus
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Conclusions
Companies are measuring web site activity, but…
ROI is not a top concern.
In fact, -- less than 50% had ROI criteria --less than 20% had ROI measurement tools
Web Site ROI
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Conclusions/Key Learning
brand image
new leads
site feedback rated above profitability
content
graphics
navigation
Web Site ROI
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The Answer!
Companies are NOT developing and applying criteria for measuring ROI.
…but, the subject is not being ignored.
Web Site ROI
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Interesting Data Point
Despite this apparent lack of focus, most believe their site is generating a positive ROI.
But “how much” is usually a guess!
Web Site ROI
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Follow-up research
WHY NOT ROI? Software too expensive? Too difficult to measure? ROI evaluated with each component?
Web Site ROI
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The Future
ROI cannot be ignored.
Maximizing potential for web site success requires ROI as an evaluator.
Opportunity to improve with software
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Think of it this way…
“Enterprises are not in the business of increasing page views, they are in the business of making money. Web analytics should support this objective.”
--Business Wire,2001
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Web Site ROI
QUESTIONS???