Measuring Website Performance

by Victor J. McCoy, Digital Marketing Strategist, 3V Design Media

All operational activities including marketing communications online and offline emanate from an objective. At least they should.

With today’s super-connected customer and business, the success of your online marketing objective is directly related to the channels used to deliver your message, website type, organization type, market conditions, competitive environment and the marketing measurement plan developed to include all.

Your website is the primary channel/ tool used to marketing your business objectives online. The measurement plan evaluates how that tool has performed – accomplishing the objective over time. The type of website type (structure and design) dictates how visitors engage with your company online and offline. Both are paramount to the success of your marketing objective(s).

There are four basic, or what I call “objective-type” websites.  Regardless of size or type of organization, knowing what type of website you need may not equal the type of website you have. The four basic types are:

  1. Lead generation
  2. Sales
  3. Support
  4. Informational

To determine if the website you have is the website you need begin with the objective in mind and what you hope to produce. The objective must include a good understanding of your customer base and how they do or will engage with your organization online and offline. If you don’t have that understanding that data (by industry) can be obtained. However, if you’ve been in that industry for a while you should have information even if it’s only in your head – write it down.

Secondly, you must have a marketing measurement plan. What is that, you might ask.

 “It’s a plan to monitor, measure, forecast and act (execute) based on quantitative metrics collected and analyzed over a period.”

-Victor McCoy

Many businesses look at the amount of traffic coming to their website and get exciting over the increase – and irritated by the decrease. That view only focuses on the quantity not the quality of the visits. You can have 1,000 visits that produce only 10 quality leads or sales or 100 visits that produce 75 quality leads or sales. So, the objective is not the quantity, it’s the quality and it’s both. Quantitative metrics must be analyzed to interpret the quality.

Once an objective is determined metrics can be defined. When those two work in concert,  quality can be produced and ROI achieved.  Many organizations are more concerned with how thier website looks, and not how it performs – it’s also both. How it performs must be compared to its objective. The key to a successful website is That is the key to an effectively designed objective-type website.

The key to a successful website is having an objective and measurement its performance over time against that objective.

For more information on how to develop a measurement plan, email: vmccoy@3vdesignmedia.com.

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