Monday, October 27, 2008

The Wrong Measures Of Web Success

It all about the benjamins, or in this case, Web hits.

How could it not be? According to the Organization for Economic Co-operation and Development(OECD), "The number of broadband subscribers in the OECD reached 251 million by June 2008, an increase of 14% from June 2007."

Think about it.... 251 million potential Web hits; who wouldn't want a piece of that pie? However, you have to ask yourself, what are those hits, impressions, unique visitors, etc. really doing for your company?

I find myself in the position once again where my thoughts are best expressed by author of The New Rules Of Marketing And PR, David Meerman Scott. And I quote:
Many marketers and PR people also focus on the wrong measures of success. With Web sites, people will often tell me things like, "We want to have 10,000 unique visitors per month to our site." And PR measurement is often similarly irrelevant: "We want ten mentions in the trade press and three national magazine hits each month." Unless your site makes money through advertising so that raw traffic adds revenue, traffic is the wrong measure.

Don't get me wrong, I believe there is great value to be found in tracking hits for web analytics, but that value extends insofar as the analytics can be interpreted to help add to your bottom line.

After all, what does 10,000 hits really tell you? Can you talk to 10,000 hits and ask them what they did or didn't like about your site?

With this in mind, you really shouldn't be asking, "How many hits did we get," you should be asking, "What are those hits generating for us?"

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