Too many marketers and website owners have experienced it: The uphill struggle to convince management to approve budget for a new website or a major revamp of the existing one.
The challenge is often that when measuring the success of a website, management focus on transactional metrics, such as:
- Unique visitors
- Repeat visitors
- Demand generation
- Sales
Why invest in a new website when all these metrics are showing growth?
Two reasons:
- Transactional metrics always show something about the past, not the the future; Past performance is no guarantee for future performance.
- The competition might have a greater success with their websites.
The solution is to implement a website effectiveness survey that not only measures visitors' success and loyalty, but also benchmarks your data with the industry average. Such an on-going research program gives you great insight into:
- What you can expect in the future (visitor loyalty)
- How your website is performing compared to your industry, today and over time
- How your website can be further improved
Provided with insight also to attitudinal metrics, management are in a much better position to invest intelligently and timely in your website.
