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Evaluation
How Do You Measure Success for
Your Web Site?
Do you count
your sales leads, items sold through your Web site, the number of
applicants that applied over
the Internet or do you use something else to evaluate the success
of your Web site? What if your Web strategy is something entirely
different, more soft and difficult to quantify?
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Cost Effective Research
 Believe it or not, using a Web
site can provide more and better consumer feedback than magazines,
radio, television, billboards or other means and be less expensive
than other consumer research methods. How can that be? Actually
it’s simple. Every time a visitor comes to your Web site,
the visit is tracked and stored in your server logs. Communication
Strategies can take these server logs and extract pertinent
information about your Web visitors and when they visited your site.
Some of the information that we can extract are the pages they
viewed and for how long, in what order did they view your pages,
what Web sites did they come from, what search engines did they
use, what search criteria were they looking for when they
discovered your site. We can also identify what countries the
visitors come from, which is especially helpful for our
clients that have international customers. Through specialized analysis methods,
we can even determine what commercials or ads were viewed that
delivered a visitor to a particular Web page. In one case, we have
shown the direct correlation of how a television campaign drove
traffic to a Web site. In other examples we have been able to
identify topics that visitors were interested in, but were not
currently offered on the Web site. This allowed our client to
identify an opportunity to provide new content to better meet
their customers’ needs.
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Evaluation Consulting
Even if you are hosted on someone else's server, Communication Strategies can work with your present host provider
to determine if these valuable server records are available. If
they are available, we will analyze them to determine what
information can be obtained from them. A detailed report and
analysis will usually run between 30 and 50 printed pages and will
include a clear and easy to understand report about your Web
traffic as well as recommendations and opportunities for your
company to consider to improve your Web site and your business.
In one analysis report we noticed
a lower level Web page was receiving an inordinate amount of
visits, which surprised our client. Upon further analysis we were
able to determine that the traffic was coming from a particular
Web site where a case study had been previously submitted by our
client. One
link provided tens of thousands of visitors over several months,
which indicated an interest level driving traffic to the site.
Other analysis has revealed:.
- The number of visitors delivered
from a local television media partner's Web site.
- Specific content pages which
generated large numbers of visits. This was the indicator that
the public was interested in this content and a whole new
section was developed to support the public's interest.
- Another client was able to
determine how much Web traffic a subsidiary company was sending
to the corporate Web site.
In our evaluations we can drill
down to a specific
page level to identify trends and opportunities to help support
your business strategy.
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Discover What You Didn't
Know
Using Web site evaluation can also be an effective tool for the
mature site that has been operating for a while.
In the past, our evaluation
services have identified unauthorized Web sites set-up by over-eager departments within a company. We have even discovered older,
obsolete Web sites that were long abandoned but were still serving
up Web pages. Clients were surprised to learn that Web pages, years old, were still offering
information about incorrect locations, wrong corporate phone numbers, and
references to employees no longer at the company.
Evaluating your Web site can extract a wealth of knowledge
about your visitors, how they use your site, what interests them,
and identify new content that should be developed. By
incorporating what you have learned about your site, your next step is to let
Communication Strategies assist you in revisiting your Strategic
Planning. This will help you focus your Web site for your customers' needs and
to help you be successful in supporting your business strategy. Learn more about
Strategic
Planning and what it means for your Web site.
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To find out how Communication
Strategies can assist you with your Web site evaluation
contact us for more information.
How Do You Measure Success?
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Cost Effective Research
Evaluation Consulting |
Discover What You Didn't
Know
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