Website Performance Measurement – Matching Metrics With Objectives

By: Arnie Guha and Michael Dolenko

The Issue: "Why did we invest in this site?"

Any Web site Performance Measurement (PM) initiative ought to begin with the most fundamental questions: Why did we invest in this Web site? What do we seek to achieve by it? What are the site’s – and our – strategic objectives?

Your answers to these question may include any of the following, and more:

• Increasing awareness of your organization and its products and services
• Gaining cost-efficiencies through effective use of service, communication and transaction channels (telephone/call-centre, Web site, branch, etc.)
• Enhancing customer loyalty by using the site as a focal point of a continuous relationship between our organization and our customers

Understanding these strategic objectives is the foundation to developing an effective Performance Measurement framework and strategy.

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