Successful web site guidelines: seven steps to a more effective online presence.

• Author: Bohi, Heidi
• Position: COMM-TECH: SIDEBAR

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Visual appeal is one small part of what makes a good Web site. Without targeted objectives, evaluating the effectiveness of a site is nothing more than subjective opinion. According to Web development experts, most companies are still about five years behind the curve, though many are catching up and are starting to think beyond just the Web site by including other interactive channels and applications for promoting their brand. Effective Web sites never stop evolving. Constantly track your Web site presence and focus changes and updates on areas that make the biggest impact on each visitor's experience. These guidelines will help you think beyond the traditional Web site when considering interactive technologies and developing relationships with customers and clients.

Establish Web site success criteria by reviewing business and marketing objectives. This includes determining specific log file data that supports each objective such as total Web site visitors, visitors per day, individual page impressions, repeat visits, most popular pages, search engine phrases, number of Web site inquiries or leads, conversion rates, total sales volume, total sales initiated on Web, opt-in/opt-out rates, sales cycle time.

Determine necessary tracking devices. Decide which tools and mechanisms are needed for tracking, calculating and measuring your Web site success criteria. Tracking devices may include databases, spreadsheets, Web site lead lists, opt-in/opt-out lists, customer lists, most valuable customer lists, surveys, downloadable files and reports, log-in mechanisms, security features, cookies and other tracking devices.

Build, set up, or purchase tracking devices. The type of tracking you implement depends on your business objectives and may include tracking newsletter subscriptions, referral program inquiries...