“The customer has a different perception of the web channel level of service from that of the service provider. The service provider measures what matters for infrastructure management, diagnosis and troubleshooting”, said in “The Web Channel Customer Experience – Measuring What Matters”. (http://209.85.173.104
/search?q=cache:nltSZPVkKjAJ:pfwebmon.com/Cyclik%2520Whitepaper%2520-%2520Customer%2520Experience%2520Measure%2520What%2520Matters.pdf+Measure+Web+Channel&hl=zh-CN&ct=clnk&cd=2) To understand customers more and how well websites work, it is very important for marketers to measure their website.
The website analysis helps marketers to know how worth they spend their money on their website. As Roger mentioned on the video clip, “Web Analytics Reports and How They Help a Website Grow”, website analytics reports such as google analytics make marketers be able to track different situations like which pages people are coming in on their website; which products customers are searching for; which pages customers are leaving from. (http://www.youtube.com/watch?v
=VxCFpmzof5c&feature=related) All these surveys help marketers know whether their websites achieve their goals that they build the websites. When they track and measure their websites, they can fix their websites as soon as website analytics reports show that their goals are not achieved through data.
In addition, website analysis also helps marketers develop their websites. In the report “Website Analyst, Meeting Your Needs with Excellence”, the author reports that the commercial and non-profit successful websites have seven characteristics which are usefulness of information, ease of surfing on the site, quick response time, excellent product information flow, readability and originality, friendly layout and good listing on major search engines. (http://www.website-analyst.co.il/) Surveying the websites by using website analysis is the way to know whether websites have these characteristics. For example, marketers can survey how functioning their websites on the browsers their consumers use is. When some functions are not supporting on particular browsers, analysis helps marketers know the problem and they can update the technical functions to make their website work on different browsers. Otherwise, websites will lose customers because of functioning problem. Marketers know very clearly what the problems they have on their websites are.
To sum up, measuring website is important for every marketer who has built a website. It helps marketers to know well about how their websites work for their consumers.
http://www.website-analyst.co.il/
http://www.youtube.com/watch?v=VxCFpmzof5c&feature=related
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