Types Of Websites
In web analytics community, there are four types of commercial websites: e-commerce sites, content sites, lead generation sites and self-service sites. Below are some generic objectives for the four basic commercial websites. This information can be helpful in defining your own business objectives.
E-commerce Sites – The objective is to increase sales and decrease marketing expenses. Basic measures include sales, returns and allowances, sales per visitor, cost per visitor and conversion rate. Advanced measures include inventory mix, trend reporting, satisfaction, RFM (recency, frequency, monetary analysis) and other predictive modeling techniques.
Content Sites – The objective is to increase readership- level of interest and time spent on the site (stickiness). Basic measures include visit length, page views, and number of subscriptions and cancelled subscriptions.
Lead-Generation Sites – The objective is to increase and segment lead generation. Basic measures include white paper downloads, time spent on the site, newsletter opt-ins, reject rates on contact pages and leads-to-close ratio.
Self-Service Sites – The objective is to increase customer satisfaction and decrease customer support inquiries. Basic measures include a decrease in visitor length or fewer calls to a call center, as these are measures of customer satisfaction.
With clearly defined objectives and a good analytics tool, the job of measurement becomes a reality. Your objectives state what you want to do with your website or your marketing campaigns. Keep in mind that your objectives must be quantified:
- 100 qualified leads per month
- Gross product sales of $1 million in the next quarter
- 50 newsletter subscriptions per month
- 100 website registrations per month
Once defined, objectives should be broken down into small steps, prioritized, and made accountable.
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