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Analyst: Nicolas Bürki

Issue: Can the usage of Web site analysis tools be a waste of time and resources?

Response

Web site analysis tools provide valuable insights into how site visitors like prospects, clients, partners or suppliers are using your Web site. However, exploiting the data of Web site analysis is time and resource intensive and calls for ongoing actions such as typically improving navigation structure or cross-linking pages.

Companies that operate Web sites

1. on a - me too - basis with typically no executive support or no or low dedicated Web budget should not perform Web site analysis. Measurement is only valuable, if the findings result in corrective actions (which involves budget or resources). Instead of wasting time to exploit Web site analysis data, eBusiness managers should first ensure executive support to allocate additional budget and resources (read PracticeByte, "Is your Web Site Damaging Your Company Brand", Steve Telleen).
2. with no measurable Web site objectives, should first define measurable business objectives (if you didn't define site objectives, you can not prove how the site contributes to the business). eBusiness managers need to go out to their business colleagues (at least marketing, sales, support, finance and human resources) to start defining measurable and specific site objectives (read PracticeByte, "Who Should Set Web Business Objectives", Steve Telleen). After commonly agreeing on Web site objectives, executive management is more willing to allocate budget and resources due to the proven business contribution of the Web site (see PracticeByte, "Business Value - The Touchstone of Web Site Improvements", Steve Telleen).

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