A web always involves an investment of resources is justified only to the extent that it meets its objectives. But you have clear what the goals of your website are? And more importantly, do you know how to measure and improve the degree to which your website is achieving its goals?
The traditional business management economy has led to the development of numerous methods to evaluate the degree of achievement of its objectives. Increased productivity, cost savings, compliance with sales targets or the total useful impacts achieved by an advertising campaign, all correspond to a quantifiable goal to achieve within a certain period and a method of evaluation to establish the extent to which stated objectives were achieved. With the achievement of individual objectives in the short term, the company aims to achieve its strategic objectives in the medium and long term.
When the same executives accustomed to handling customer classifications, penetration rates, thresholds of profitability or billing increments face the new paradigms of virtual economy seem to forget that most of what applies in the traditional economy-including common sense – it is equally true when it comes to the online economy. In many cases, it is impossible to identify the way in which the web of their companies aligns with the overall strategy of the same. In the most serious, the website serves no other purpose than to certify the presence of the company on the Internet.
This situation is even more paradoxical when you consider the Internet for their technological support and interactive, is one of the places where it is easier to “try things” and faster and cheaper is to “see what happens”, extract knowledge and acted upon. Let us see what are the conditions that encourage us to measure the performance of our website in terms of return on investment (ROI) and what is the gap that our management of the traditional economy must meet to apply their valuable knowledge to the economy are virtual with the same degree of success.
- Your website must be aligned with its strategic objectives
The objectives of the web are aligned with the overall strategy of the company, marked by the Directorate General. So when we talk about web, not talking about Computers and Systems. We speak of Marketing, Commercial, Human Resources, Purchasing, Customer Service. (If your company website (https://platinumwebmedia.com.au/) is held by the computer, has reason to worry).
- Your website should have tactical targets to meet
From strategic planning, each department set the objectives of their own area, also on the website of the company.
For example, a customer service department can download work from their call center using a full page of Frequently Asked Questions (FAQ) on its website or by inserting a form of query that can be answered in off hours activity (many people prefer to fill out a form with your query instead of waiting to be served 25 minutes while listening over and over boring melody of his 902).
We have one goal: to decrease the workload of call center and increase customer satisfaction. And we can measure: percentage of total visits versus 902 arriving via consultations via the web.
Another example: the department uptake properties of second hand of a real estate agency can focus its work in the profiles of properties of higher demand. We have one goal: to optimize the adaptation of our portfolio of properties to changing demand profiles. And we can measure: percentage of successful consultations in the real estate search engine of our website.
- Identifying Key Performance Indicators
From the tactical objectives of each department should be established on the web improving ways to measure the degree of achievement of these objectives. While it is interesting to know the overall numbers of your web traffic (unique visitors, page views, references, etc.) it is clear that we must study in much greater depth those visitors who come to complete the goal of our website (buy, ask for budget request information, arrange a visit.)
This is easy to see in an e-commerce: the total number of visitors accessing the home page, only part used the product finder. Of these, only some add products to your shopping cart. And the latter, only a certain percentage will ultimately culminate the process of paying online. The relationship between total visitors and finally bought gives the customer conversion rate of our site. Obviously, the higher the percentage, the greater the performance of our website. This would be a key indicator of performance of an electronic trade.
But even if our site does not sell anything directly, their objectives must be equally identifiable and measurable. In the above examples, the percentage of people suffering from the FAQ page to inquiry form is a key performance indicator: the fewer people need to use the form, our FAQs are more effective and less work for our department customer care. In the case of real estate, a higher percentage of successful searches of property on our database indicate greater adaptation to demand. We could also measure the number of people who consult the record of a property, the percentage of CONCERT finally a visit, etc.
- Measure the performance of the web
The identification of Key Performance Indicators allows to implement two key processes to improve the performance of a web:
- “Translate” data traffic statistics concepts and readily identifiable by those responsible for each department values
- They will be able to transform that data into knowledge and decisions, that is, act
First things first. The traffic statistics of a web , typically contain technical information in an overly specialized language and measure a multitude of parameters, most of them of little relevance to the responsible department. These factors cause this information to be accessed only by computer or webmaster and only sporadically.
Now, if we identify only the data that enable us to measure each of the Key Performance Indicators we have set for our website, which will actually be doing “translate” the data set of statistical much closer to a language that those responsible for each area can identify and relate. The number of users has necessitated the inquiry form has dropped by 10%.
Faced each department only those relevant data that serve to measure the performance of its key performance indicators, it is much easier to decentralize statistical information on traffic on our website and forward it to the person responsible for each area as executive report.
And we can expect a greater degree of involvement in the study and regular monitoring of these data by the directors of each area. In fact, the second key -transformar these data depends on knowledge-makers follow the evolution of these limited data in short periods: every two to four weeks. In this way they will be able to see trends, anticipate changes and perceive the effect of the changes and will feel more motivated to act.
- Improve the performance of the web
From the identification of Key Performance Indicators, we begin to measure the point 0, ie, the starting point of each indicator. Since then, each department can propose and develop strategies to improve the performance of your area. By having a clearly identified indicators and a way to measure consistently and continuously, we are able to “prove” strategies and almost immediately assess their positive or negative impact. This feedback will encourage decision making and initiating actions to improve performance in each area. Ultimately, the evolution of key performance indicators will give us the extent that our presence on the web is aligned with the overall strategy of the company.
The joint work of the different areas using a coherent strategy for performance improvement can not help but lead to an overall improvement in performance of a web in all areas. If we establish a relationship between the cost of each of the improvements and the return generated by us (in terms of cost savings from a call center, for example, or to increase the conversion rate to customers, visits ending in appointment or request a quote, etc.) can assess the ROI of our website, and will be able to adjust the investment in it on a sound fiscal basis. The web is one more arena in which to conduct business. We mark goals, we measure their achievement and act to improve. The principles of the economy remain. Also in the virtual.