Measurement is often highlighted as an issue once the first version of the site has been ‘up and running’ for a few months, and employees start to ask questions such as ‘How many customers are visiting our site, how many sales are we achieving as a result of our site and how can we improve the site to achieve a return on investment’? The consequence of this is that performance measurement is something that is often built into an online presence retrospectively. Preferable is if a technique known as design for analysis (DFA) is designed into the site so companies can understand the types of audience and their decision points. For example, for Dell, the primary navigation on the homepage is by customer type. This is simple example of DFA since it enables Dell to estimate the proportion of different audiences to their site and, at the same time, connect with relevant content. Other examples of DFA include:
- Breaking up long page of form into different parts so you can see which parts people are interested in.
- A URL policy used to recommend entry pages for printed material.
- Group content by audience type or buying decision and setting up content groups of related content within web analytics system.
- Measure attrition at different points in a customer journey e.g. exit points on a five-page buying cycle.
- A single exit page to linked sites.
Chaffey, D. and Ellis-Chadwick, F., 2012. Digital marketing: strategy, implementation and practice (Vol. 5). Harlow: Pearson.