|
What can a web site do? A non-technical answer
Most companies have now dabbled with having a web site designed. But now you are expecting to see return on investment. How do you do this, how do you measure success, what should your web site actually do?
Good questions... here are some answers.
WebSelect Ltd are constantly asked to quote for web site development, but often companies are stunned when we refuse to quote! Why? Because they have no clear objectives, no way of measuring success and no idea what their web site should be doing.
In the late 90's the dot COM hype caused companies of all shapes and sizes to assume that merely having a web site would earn them a fortune. Obviously complete nonsense, but the hype prevailed and millions were invested.
Fortunately, that bubble has now burst, and CEO's, Directors and Managers are asking the right questions.
So, what can a web site actually do?
Well, first you need to decide just what you hope to achieve. Is it company profile, online sales, offline sales, disposal of old stock, late availability? .... The list goes on.
Second, you need to work out why someone would buy what your web site is trying to sell. Do you need to offer discounts, free delivery, online only products or services?
Third, you need to look at your current systems. Do you need a standalone web site or can it interact with your back-office? What security issues will there be? Do you have the necessary communication abilities?
Fourth, how will you promote the web site? Will you use existing advertising, or have to spend money on new campaigns? What existing assets can you use: packaging, vehicles, signage, answering machines, call waiting systems? What online marketing can you use, search engines, banner adverts, pay per click, referral systems?
Once you can answer these questions you are on the right road and are now ready to get down to business.
But just before you do, a word of advice. A good web design company has had to help many other companies through these questions many times before. Why not contract them at an early stage? You may find their ideas prove invaluable.
Do you own a car? Probably. Your car develops a rattle, you are pretty sure it's the suspension but you are not a mechanic. Would you instruct your local garage to ONLY look at the suspension or to take a good look around before getting down to work? Web design companies operate in the same way. We can follow your instructions to the letter, or we can help you choose the best way to solve your problems in a holistic, rational and logical way.
So you now have clear objectives, clear goals. It's time to work out how we will measure the success.
The number of people who visit your site may be important to some (establishing profile for one). But too many people measure success by hits. If you are selling online, surely it is more important that you see where your sales are coming from, how many there are, how to push up average order values and how to turn more visitors into buyers.
WebSelect have helped many companies to follow this route and we are pleased to say that it works. Our clients can, at a glance, judge the effectiveness of their web sites and see the return on investment. As an example, one small manufacturer of clothing will, this year, see sales online of £250,000 plus from a web site costing under £15,000. Isn't it time you did the same?
 Top of Page
|
