Measuring the impact of your web site:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY
Wiley
1997
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XX, 316 S. Ill. |
| ISBN: | 0471172499 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | Contents
Acknowledgments ix
Foreword xi
Introduction xiii
Author Biographies xx
Part I Measurement Strategy and Planning 1
Chapter 1 Planning and Measurement Essentials 3
Web Site Life Cycle 4
Case Studies Tell the Story 5
The Planning Steps 9
Step 1: Setting an Objective 10
Step 2: Analyzing Your Audience 13
Step 3: Selecting Appropriate Content 24
Step 4: Choosing a Promotion Strategy 35
Planning Starts with Defining a Need 39
Chapter 2 Measurement and Site Justification 43
Justification Process 44
Step 1: Define a Need 47
Step 2: Recommend a Solution 49
Step 3: Quantify the Investment 49
Step 4: Select the Appropriate ROI Strategy 53
Step 5: Quantify the Expected Returns, Time Window, and Risk 53
iii
iv CONTENTS
Step 6: Presenting the Justification 56
Step 7: Approved or Denied 60
Step 8: Ongoing Measurement and Evaluation 62
Step 9: Communicate Progress toward Goals 62
Step 10: Achieving or Missing the Objective 63
Justification Strategies 64
Cost Reduction 64
Niche Marketing 68
Revenue Growth 70
Improving Customer Satisfaction 73
Improving Quality 75
Addressing Other Business or Customer Needs 76
Hard Data to Support Your Justification Strategy 78
Chapter 3 Measurement Strategies and Sources 79
Measurement Hierarchy 80
Recognizing Strategy Implications 86
Defining the Data 87
Identifying the Data Source 90
Web Site Raw Measures 91
Non site Raw Measures 94
Qualitative Measures 95
Approximated Measures 95
Storage Approaches that Minimize Analysis Work 96
Chapter 4 Measurement Opportunities in
Site Features 101
General Site Measures 103
Site Navigation Measures 105
Using Generic Site Measures 109
Site Specific Feature Measures 110
E mail Response Page 112
Survey Form 116
Quiz 117
Free Stuff Incentive 119
Coupons 121
Online Order Form 122
Downloads 123
CONTENTS V
Multimedia Elements and Java Applets 124
Ad Banners 125
Chat Rooms 126
Bulletin Boards 127
Tying Measures into Your Promotion Plan 128
Planning Completed, Let s Get to Work 129
Part II Measurements and Consolidation 131
Chapter 5 Impact Measures 133
Cost Reduction 134
Printing and Postage Avoidance (I) 135
Communication Expense Avoidance (I) 13 7
Headcount Expense Avoidance (I) 139
Facilities and Capital Expense Avoidance (I) 140
Tax Avoidance or Reduction (I) 142
Revenue Growth 143
Increased Sales of Existing Products or Services (I) 143
Increased Sales of New Internet based Products or Services (I) 146
Improved Customer Satisfaction 146
Improved Surveys or Customer Evaluations 147
Changes in Complaint Levels 149
Quality Improvement 150
Addressing Other Business or Customer Needs 152
Chapter 6 Consolidated Measures 155
Examples of Consolidated Measures 155
Average Annual Per Customer Purchases 156
Average Annual Per Customer Spending 156
Average Annual Salary 157
Annual Hosting Cost 157
Average Per Call Cost 160
Average Per Piece Cost for Collateral 161
Average Visits Preceding Sale 162
Net Complaint Change 163
Net Satisfaction Change 164
Percentage of Buying Visitors 164
Vi CONTENTS
Person 165
Product Cost 166
Product Price 167
Ratio of Online to Real World Volume 168
Ratio of Sales Volume to Site Depth 168
Return and Exchange Rate 169
Session and Average Length 170
Top Payment Methods 171
Top Shipping Methods 172
Top Visit Generating Promotions 172
Typical Purchaser Profile 173
Web Site Cost 174
Chapter 7 Raw Measures 177
Web Server Log Analysis Tools 177
Types of Analysis Tools 178
Local Server Analyzers 180
Remote Server Analyzers 188
Standalone Desktop Analyzers 194
Ot/jer Commercial Packages 199
Definition and Sources of Key Raw Measures 199
Part III Analysis and Actions 211
Chapter 8 How Often Should You
Evaluate Measures? 213
Measurement Triggers 214
Measurement Depth 214
Consolidation versus Evaluation 216
Event Driven Scheduling 220
Business Events 220
Sales and Promotional Events 224
Site Events 226
Calendar Driven Scheduling 227
Daily Evaluation 228
Weekly Evaluation 229
Monthly Evaluation 229
CONTENTS Vii
Chapter 9 What Do Your Measures Mean? 231
Step 1: Site Justification Objectives 233
Step 2: Site Status 238
Improving Site 241
Site Is Improving, but Needs Work 244
Walking Dead Site 246
Step 3: Looking for and Evaluating Unexpected Benefits 248
Step 4: Making Evolutionary Content Changes 250
Step 5: Revising Site or Promotion Strategies 252
A Methodology for Evaluating Strategy and Promotion Choices 252
Measures Make the Site 254
Chapter 10 Content Evolution Choices 255
Content Mix 257
Examples of Content Mix 25 7
Measures Affecting Content Mix 25 7
Evolving Your Content Mix 260
Content Presentation 265
Content Presentation Issues 265
Consolidated and Raw Measures that Indicate You Have a Problem 268
Case Studies in Content Presentation 269
Content Navigation 270
The Navigation Problem 270
Case Studies in Navigation Change 271
Content Transmission 272
Transmission Speed 272
Transmission Compatibility 273
Consolidated and Raw Measures Affecting Transmission 275
Chapter 11 Strategy and Promotion Choices 277
Adjusting to the Audience 277
Updating the Promotion Plan 279
Assessing Promotion Effectiveness 280
Using Promotional Measures 282
Revising Objectives 284
Reprioritizing Objectives 287
Replace Original Objectives 288
Viii CONTENTS
Promoting Your New Site 289
Should You Shut Down Your Site? 292
Case Study Learnings 292
Criteria for A No Go Decision 293
Temporary versus Permanent Sites 294
Procedure for Shutting Down a Site 296
Chapter 12 Measuring Intranets 299
Internet versus Intranet Site Differences 299
Functionality 301
Topology 305
Content 307
Unique Intranet Measurements 307
Critical Success Factors 308
Measuring the Impact of Your Web Site Online 310
Index 311
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| language | English |
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| physical | XX, 316 S. Ill. |
| publishDate | 1997 |
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| publisher | Wiley |
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| spelling | Buchanan, Robert Williams 1841-1901 Verfasser (DE-588)118667866 aut Measuring the impact of your web site Robert W. Buchanan ; Charles Lukaszewski New York, NY Wiley 1997 XX, 316 S. Ill. txt rdacontent n rdamedia nc rdacarrier Consumentengedrag gtt Páginas Web - Evaluación World wide web gtt Web sites Evaluation World Wide Web (DE-588)4363898-3 gnd rswk-swf Evaluation (DE-588)4071034-8 gnd rswk-swf World Wide Web (DE-588)4363898-3 s Evaluation (DE-588)4071034-8 s DE-604 Lukaszewski, Charles Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007756366&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Buchanan, Robert Williams 1841-1901 Lukaszewski, Charles Measuring the impact of your web site Consumentengedrag gtt Páginas Web - Evaluación World wide web gtt Web sites Evaluation World Wide Web (DE-588)4363898-3 gnd Evaluation (DE-588)4071034-8 gnd |
| subject_GND | (DE-588)4363898-3 (DE-588)4071034-8 |
| title | Measuring the impact of your web site |
| title_auth | Measuring the impact of your web site |
| title_exact_search | Measuring the impact of your web site |
| title_full | Measuring the impact of your web site Robert W. Buchanan ; Charles Lukaszewski |
| title_fullStr | Measuring the impact of your web site Robert W. Buchanan ; Charles Lukaszewski |
| title_full_unstemmed | Measuring the impact of your web site Robert W. Buchanan ; Charles Lukaszewski |
| title_short | Measuring the impact of your web site |
| title_sort | measuring the impact of your web site |
| topic | Consumentengedrag gtt Páginas Web - Evaluación World wide web gtt Web sites Evaluation World Wide Web (DE-588)4363898-3 gnd Evaluation (DE-588)4071034-8 gnd |
| topic_facet | Consumentengedrag Páginas Web - Evaluación World wide web Web sites Evaluation World Wide Web Evaluation |
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