10 Reasons to Analyze Your Web Site
By Mary S. Gilbert
November 20, 2002
This is bonus coverage from "Time for a Makeover" from the December 2002 issue of Credit Union Management, p. 50.
RightClick Strategies, a developer of online solutions for associations,
interest groups and member-based organizations, notes that Web site analysis
is essential to determining what works on line and what does not. With apologies
to David Lettermen, here is the companys top 10 list of things a good
site does well:
10. ProspectingQuality vs. quantity is the goal. Sites must address the needs of a particular target audience.
9. ConversionOnce the site hooks visitors, it must convince them to take action, whether making a donation, completing a form, etc. Placement of forms and information, intuitive navigation and interactivity are the crux.
8. Cross-sellingInformation from site logs can aid in fine-tuning other areas of a site to see what visitors purchased or browsed.
7. Online self-serviceA Web site should answer visitors questions easily.
6. E-mail managementA clearer understanding of visitors online behavior, needs and interests can drive better crafted e-mails.
5. Image and brandingAnalysis of online behavior helps predict if visitors like what they see.
4. RetentionFirst impressions count, but so do repeat visits.
3. Changing preferencesA dynamic site allows people to change their minds about products and ideas.
2. ValueAre you getting the biggest bang for your Web site buck? Analysis can furnish a quantitative rationale to make a case for proper funding levels.
1. MarketingHave the means to drive traffic to the site, such as registration with major search engines.
Mary S. Gilbert is a principal with Gilbert Group, Pittsburgh.
RightClicks RCS Site REVU service is a systematic click-by-click review of a Web sites overall functional effectiveness. The service assesses all areas of a Web site and strategy by examining more than 100 specific criteria based upon design, content, programming, interactivity, site traffic, navigation and site management.