Measuring the Impact of Your Web Site - Softcover

Buchanan, Robert W.; Lukaszewski, Charles

Softcover

ISBN 10: 0471172499 ISBN 13: 9780471172499

Publisher: Wiley, 1997

Synopsis

After the mad rush to get on the Web, businesses are only now taking a close look at their Web sites and attempting to justify the investment. New tools for measuring Web site traffic and tracking visitor behavior are now available. This book offers in-depth advice and guidelines on benchmarking, measuring and managing a productive Web site. It helps you select the right tool for the job and explains and interprets valuable data on customer impact and revenue opportunities. Extensive case studies from over 50 pioneer companies including Chrysler, US West, Federal Express and 3M, illustrate how this valuable methodology works in real corporate settings.

Includes companion Web site with ...
* All the HTML pages from the book, along with the code
* Updates on new HTML codes and browser compatibility issues
* Links to other resources

About this title

Review:

How do you know if your Web site is meeting your business objectives? What can you do to make your site more effective? The authors address these and other questions in this serious, no-nonsense book that is heavy on graphs, charts, and case studies. Buchanan and Lukaszewski insist that the time to start measuring performance is during the development phase--before the site is live--and emphasize this idea in their "Web life cycle," which includes charts, planning, production, implementation, and operation. They start with how--or if--a Web site is a good solution for your company. Then the authors explain how to develop justification and measurement instruments, how to use them throughout the site's life cycle, and what their feedback means. Using the slogan, "You can't manage what you can't measure," the authors look at what your site's traffic really means and what a realistic return on investment involves.

Measuring the Impact of Your Web Site goes beyond gathering and interpreting data and helps you set realistic site objectives, use content that maximizes gaining valuable customer feedback and demographics, and improve your site's overall performance. Stop guessing at what you're trying to do on the Web and let these authors give you some direction.

From the Back Cover:

"Whether you're working with the Web or just thinking about it, you need real-life lessons such as those captured so clearly in this book." --James L. Barksdale, President and CEO.

Netscape Communications CorporationEven before your web site is up and running, it's time to develop a management strategy geared toward optimizing its productivity. And since you can't manage what you can't measure, the first step in effective web site management is implementing systems for quantifying such essentials as site traffic, customer behavior, and return on investment. Written by leading corporate web site consultants Robert W. Buchanan, Jr., and Charles Lukaszewski, this book tells you how to do this --and a whole lot more.

They fill you in on techniques and commercially available tools for measuring site traffic and visitor behavior and help you choose the right ones for the job. They also offer sound advice and clear-cut guidelines on how to:
* Gather and interpret data on customer impact and revenue opportunities
* Set realistic site objectives
* Perform audience analysis
* Develop content that maximizes the flowback of valuable customer data
* Significantly improve site productivity.

Measuring the Impact of Your Web Site features case studies from many successful and some less successful corporate web site pioneers. You'll learn many valuable lessons about every aspect of web site management from the experiences of web managers at Federal Express, Travelocity, Silicon Graphics, Toro, the Star Tribune, the U.S. Senate, and other major web proprietors.

Measuring the Impact of Your Web Site helps you make the most informed decisions possible to enhance your web site's current and future performance and appeal.

About this edition

• Publisher: Wiley
• Publication date: 1997
• ISBN 10: 0471172499
• ISBN 13: 9780471172499
• Binding: Paperback
• Edition number: 1
• Number of pages: 316