The essential role of a website is to provide a route to market, and, in this context, it becomes the hub for marketing initiatives regardless of the channel employed. In order that this can be exploited to best effect, there are a number of design considerations that need to be incorporated, and a structured approach to measurement and analysis of the website’s performance has to be established. Successful campaigns are those that evolve based on a continuous process of tracking, reviewing and enhancing to ensure that appropriately defined business benefits are achieved.

None of this should be surprising, however it is not that uncommon to find that whilst some measures might be in place “we have Google Analytics”, the ability to turn the volumes of data generated into anything meaningful are often neglected. As a result the only measure used is often “visitor numbers”. In isolation this is the equivalent of seeking to increase revenue with no regard for profitability. If this sounds familiar, you might wish to read further …………… ………..