Aside from having a Web site that is functional and attractive, savvy marketers are also interested in measuring Web site performance relative to business objectives. This instrument is designed to help marketers identify, specify and measure Web site performance.
This framework should be particularly useful to professional services firms that wish to identify areas of site performance that are less tangible than those of Web sites that focus on ecommerce transactions, for example. Some examples are provided to help you get started. It may take you some time to get started with this tool; the process of establishing Web site goals and identifying correlating Web site outcomes can be an exercise in and of itself.