ROI By Design: Article: How To Measure Web Project Success



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HOW DO YOU MEASURE
THE SUCCESS OF YOUR WEB PROJECT?

Every web initiative has unique objectives. ROI By Design works with clients to define a tailored set of metrics to determine how well an online business initiative accomplishes its goals. While these metrics will be unique for every engagement, there are some commonly used quantifiable methods of measuring the success of your web project. The key to effective goals is that they are very specific and measurable. It's important that these goals are identified early in the project. The list below may help you design your unique set of success metrics.

Effective goals are very SPECIFIC and MEASURABLE.

SUGGESTED METHODS OF MEASURING SUCCESS

Increase Sales
Number of Transactions

Total Revenue

Particular Product Line

From Existing Customers

Increase Browser-to-Buyer Conversion Rate

Increase Profitability
Reduce Cost of Fulfillment

Increase Average Order Size

Increase Order Efficiency

Decrease Calls to Customer Service

Increase Traffic
Unique User Sessions

Page Views of a Particular Page or Section

Target a Particular Demographic

Other Site Metrics
Increase Session Depth (# page views/user/session)

Increase Session Length (time on site/user/session)

User Path (where a browser goes within a site)

Design and Content
More Intuitive and Easy to Use

Interactive Content

Dynamic Content

Highlight Different Product or Content

Streamline Processes (e.g. purchasing, registration, etc.)

Improve Communications and Accessibility of Info

Simplify Content Management

Surf City Coffee Co. needed a website that communicated the uniqueness and quality of the brand. In addition to a custom online store with advanced marketing and tracking capabilities, the Surf City site is a destination for coffee information. Post launch activities have included extensive marketing, usability study, and ongoing maintenance.



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