How much is your web site worth? How
does it affect your business's bottom
line? Does your web site succeed at the
job you originally built it for?
Measuring Web Site Value
Most business owners and managers only
have a vague idea of the answers to these
questions. For every
100 development projects, only a few
more rare is the web site that actively
measures its successes for attracting
visitors and creating profits for it's
For ecommerce sites, success is relatively
easy to measure. Our e-commerce
customers know exactly
- where their visitors
- how many new visitors they have
- how many become customers
the sales add to their bottom line.
features are built in to
our standard web store platform.
Measuring Web Site-Goals
For other customers we have
a more difficult job in measure the success
and value of the web site. For branding
and brochure-ware sites a successful
web interaction does not immediately
create a transaction in the account system.
To put a value on these sites' contributions,
we need to have measurable site-goals.
One example of a site-goals is a
such as a phone call or an email, from
a new prospect. When we design sites
at E7Systems we are always looking at
these site-goals. In many
cases, such as real estate, it is unreasonable
to expect the site to close the deal
all by itself. So we focus on intermediate
site-goals such as subscriptions to email-newsletters,
or click throughs on a banner ad.
the site-goal, we want to be able to
measure it so that we can test how well
the web site is doing it's job of turning
strangers into friends and friends into
Business Process Improvement
Many of the sites we build are not strictly
sales or promotion oriented. We often
build sophisticated features into our
sites which help ease the flow of information
between a business and its customers.
A web site can automate many time intensive
and repetitive business functions:
- Product returns
An automated web based system for these
tasks almost always does a better job
for less money, reducing your overall
cost of doing business. Likewise, the
features can be measured and
optimized for maximum
savings to our clients.
Branding and Image
While easy to see, it is nearly
impossible to measure the value that
you web site creates by improving your
corporate image. An appropriate and professionally
designed web site, well coordinated with
your other marketing activities will
have enormous benefits in the area of
creating a corporate image or brand.
These days the Internet is often the
first resource when a prospect partner
or vendor evaluates your company.
Putting it All Together
all but the tiniest of businesses,
the image & branding value alone is
worth the investment of building a
web site. Perhaps this is why so many
web sites are built without taking advantage
of the other value opportunities discussed
in this article.
At E7Systems we always
discuss the full range of value creation
opportunities available to our clients.
After your site is launched we will
want to work together to continually
and improve your web site's performance
in meeting it's site goals, contributing
to your bottom line, and growing your
If you would like to see how your web
site can create new value for your business,
please contact us.