2. Objectives
The maintenance Process
Measuring internet marketing effectiveness
Measuring the flow effect
Responsibilities in web site maintenance
3. Web Document Review & Update
Process
Write
Publish Review
Test Correct
Publish
W
hen,who?
How, who, what?
How?
How?
How, who, what?
4. The Maintenance Process
Write – This stage involves writing the marketing
copy, designing the layout of copy and associated
images
Review – check for errors before document is
published
Correct – updating results of stage 2
Publish – putting the corrected copy on a web
page that can be checked further
Test – final test is performed for technical issues
Publish – published to the main web site
5. Updating Material
Within two days of a factual error being
identified
A new ‘news’ item is added at least once a
month
When product information has been static for
two months
6. Responsibilities in Web Site
Maintenance
The questions to ask are:
Who owns the process?
Who owns the content?
Who owns the format?
Who owns the technology?
7. Standard Details Applies to
Site structure Will specify the main areas of the site, e.g.
products, customer service, press releases,
responsibilities
Content developers
Navigation Main menu on the left, home button must be
accessible from everywhere
Web site
designer.webmaster
usually achieve these
through site templates
Copy style General guidelines, product specifications,
digestibility on screen
Individual content
developers
Testing standards Check site functions for:
•Different browser types and versions
•Plug-ins, individual links
•Speed of download of graphics
•Spellcheck each page
Web site
designer/webmaster
Corporate branding &
graphic design
Specifies the appearance of company logos and
the colors and typefaces used to convey the
brand message
Web site
designer/webmaster
Process The sequence of events for publishing a new
page or updating an existing page
all
Performance Availability and download speed figures
Web site standards
8. Measuring Internet Marketing
Effectiveness
Are corporate objectives identified in the Internet
marketing strategy being met?
Are marketing objectives defined in the internet
marketing strategy and plan achieved?
Are marketing communications objectives
identified in the internet marketing plan achieved?
How effective are the different promotional
techniques used to attract visitors to a site?
9. Creating a Measurement Process
Highlighting the need for metrics
Identifying metrics (SMART)
Specific
Measurable
Actionable
Relevant
Timely
Introducing techniques to collect metrics and
summarize results
Reviewing the metrics
Acting on the results
10. Which Measures to Use
Level 1: Business effectiveness measures
Level 2: Marketing effectiveness measures
Level 3: Internet marketing effectiveness
11. Level 1: Business Effectiveness
Measures
Direct online contribution to revenue
Indirect online contribution to revenue
Profitability of web site
Return on investment (ROI)
Operational cost reductions
12. Level 2: Marketing Effectiveness
Measures
Customer acquisition or new leads generated by the web
site
Sales generated directly and indirectly by the web site
Impact on market penetration and demand
Customer satisfaction and retention rates of clients who
use the internet, compared with those who do not
Incremental or cross-sales achieved through the Internet
Impact of Internet on customer satisfaction, loyalty and
brand
13. Level 2 – Internet sales
Internet sales as proportion of all sales made
by company compared with sales by all
companies operating in the market
Internet sales as a proportion of all internet
sales for company
14. Level 2 – Marketing costs
Reduction in cost of promotional material
Cost of acquiring a new customer
Cost of developing/supporting an existing
customer relationship through time
Also some less tangible elements such as
corporate image and brand enhancement
Building long-term client relationships and
reducing ‘churn’ of customers
15. Level 3: Internet Marketing
Effectiveness
Capture – how effective are we in attracting
customers to site using online and offline promotion
methods
Content – how well are customers supported with
information and ease of use through the content and
design of the site
Customer orientation – does the content suit its target
audience
Community and interactivity – how well are the
customers’ needs as an individual met by providing
community facilities and establishing an interactive
dialogue
16. Level 3 - Further Elements
Awareness efficiency – target web-users/all web-
users
Locatability/attractability efficiency – number of
individual visits/number of seekers
Contact efficiency – number of active
visitors/number of visits
Conversion efficiency – number of
purchases/number of active visits
Retention efficiency – number of
repurchases/number of purchases
17. Online Measurement Methods
Online web metric and server log files
Hits and page impressions (views)
Site visits (user sessions)
Web site auditors
18. Log File Information
Page impressions for different parts of the site
Page impressions broken down by different time
intervals
Page impression by domain
Page impression by browser type
Referring sites
Exit pages
Document trails
Average length of visit
19. Tools for Measuring Web Site
Performance
WebTrends – www.webtrends.com
Analog: a freeware tool –
www.statslab.cam.ac.uk/~sret1/analog
Wusage – www.boutell.com/wusage
Andromedia – www.andromedia.com
I/Pro site audit – www.ipro.com
Microsoft site analyst – www.microsoft.com
Superstats; a basic web analyzer –
www.superstats.com
Hitbox – www.hitbox.com
NetOutcome – www.redeye.com
20. Measuring Individual Behavior
Registration
A suitable incentive – most customers will give
information if they will receive something in return
A tacit agreement to enter into a medium to long term
agreement with customer that he or she will enter the
site again
Trust on the part of the customer, which will be based
on his or her perception of a company’s brand and
credibility
Cookies
Click-tracking
21. Offline Methods of Metric Collection
Measure Measured through
Enquiries or leads Number of online e-mails
Phone calls mentioning web site
Faxed enquiries mentioning web site
Sales Online sales or sales in which customers state they found
out about the product on the web site
Conversion rate Can be calculated separately for customers who are
registered online and those who are not
Retention rates Is the ‘churn’ of customers using the web site lower?
Customer
satisfaction
Focus groups, questionnaires and interviews
Mystery shoppers
Brand enhancement Focus groups, surveys
23. Communication Effects
How well does the page catch the reader’s
attention?
How well does the page lead the reader to go
further?
How effective is the particular appeal?
How well does the page suggest follow
through or call to action?