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Measuring Success

With the rapidly changing internet economy and the evolving nature of the web, it is more important than ever to track your site's postlaunch success. Return on investment (ROI) is not just a buzzword, it's a driving force. An overall goal of a site redesign should not be just to change it but to improve on specific business objectives. These goals, stated in the Communication Brief, might include increased usage/traffic, increased online sales, fewer customer calls, greater visibility, etc. Understanding these goals both qualitatively and quantitatively is integral to determining the best methods of measuring the success of the redesigned site.

Often a site's success is measured by logins or increasing subscriptions. Sales, especially direct from the website, are another success indicator. Butbecause advertising is also one of the sources of revenue for companies, it continues to be increasingly important to understand site traffic and page hits as well as the demographics of your user base. This under standing helps not only to provide advertisers with specific data so that they can meet their own revenue goals, but also to help companies understand which parts of their sites are getting used the most, which features are working, and — just as important — which aren't. Your own server logs can help measure (if you can decipher them), and online tools such as www.hitslink.com [7.11] are also available for a very reasonable fee.


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