A website always involves an investment of resources that is justified only to the extent that it meets its objectives. But are you clear about the objectives of your website? And more importantly, do you know how to measure and improve the degree to which your website is reaching its goals?
The management of traditional economy companies has led to the development of numerous methods to assess the degree of achievement of its objectives. The increase in productivity, cost savings, the fulfillment of the sales objectives or the total of useful impacts achieved by an advertising campaign, all of them correspond to a quantifiable goal to be achieved in a certain period and with an evaluation method to establish the extent to which the predetermined objectives were achieved. With the achievement of the various short-term objectives, the marketing agency seeks to achieve its strategic objectives in the medium and long term. 1. Your website must be aligned with your strategic objectives The objectives of the website are aligned with the general strategy of the marketing consulting company, marked by the General Directorate. So when we talk about the web, we don't talk about IT or Systems. We talk about Marketing, Commercial, Human Resources, Purchasing, and Customer Service 2. Your website must have tactical objectives to meet From the strategic planning, each department establishes the objectives of its area, also on the marketing consulting company's website. For example, a customer service department can download part of the work to its call-center using a complete Frequently Asked Questions (FAQ) page on its website or by inserting a query form that can be answered in low hours activity (many people will prefer to fill out a form with their query instead of waiting to be served 25 minutes while listening again and again to the boring melody of their 902). 3. Identifying the Key Performance Indicators Based on the tactical objectives of each department, ways of measuring the improvement in the degree of achievement of these objectives must be established on the web. Although it is interesting to know the global traffic figures of your website (unique visitors, page views, references, etc.) we must study in more depth those visits that reach the goal of ours. This is easy to see in an e-commerce store: of the total number of visitors that access the home page, only a part will use the product search engine. And of the latter, only a certain percentage will finally culminate in the online payment process. The relationship between total visitors and those who finally bought gives us the conversion rate to customers of our site. Obviously, the higher this percentage, the higher the performance of our website. This would be a Key Performance Indicator of electronic commerce. 4. Measure web performance The identification of the Key Performance Indicators allows implementing two fundamental processes to improve the performance of a website: Let's go by parts. The traffic statistics of a website, in general, contain information of a technical nature, in an excessively specialized language and measure endless parameters, most of them of little relevance to a department manager. These factors cause this information to be consulted only by computer scientists or webmaster and only sporadically. Now, if we identify only the data that allow us to measure each of the Key Performance Indicators that we have established for our website, what we will be doing will be “translating” the statistical data set into a much closer language that those responsible for each area can identify and relate. 5. Improve web performance From the identification of the Key Performance Indicators, we begin to measure point 0, that is, the starting situation of each Indicator. From that moment, each department can propose and develop strategies to improve the performance of its area. By having perfectly-identified indicators and a consistent and continuous way of measuring them, We are in a position to "test" strategies and almost immediately assess their positive or negative impact. This feedback will stimulate decision making and the initiation of actions to improve the performance of each area. Ultimately, the evolution of the Key Performance Indicators will give us the extent to which our presence in the network is aligned with the marketing agency’s overall strategy. Conclusion We can evaluate the ROI of our website, and we will be able to adjust the investment in it on a solid budget basis. The web is another scenario where you can develop business. Let's set goals, measure their achievement and act to improve.
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