Setting quantifiable objectives for your Internet site that relate to your overall marketing and communication goals is critical. Equally important is the ability to effectively measure whether objectives are met.Each time an individual visits your organization's Web site, information about their visit can be saved. This information can be used to generate "Web statistics" that characterize your site's overall use. Web statistics are a useful tool for measuring site use. For example, using Web statistics, you can calculate a number of useful marketing-relevant indicators:
Migration refers to the number of site visitors that leave your site from a specific content area. Content areas with the highest migration are typically less effective than areas with lower migration.
Since Web statistics are not collected with marketing, communication, or sales objectives in mind, other methods of measuring objectives are also required. Data for measuring the success of Internet objectives can be incorporated within the processes used to determine the success of communication goals, marketing objectives, and sales objectives overall. For example, customer surveys should include questions related specifically to the unaided awareness, attitude, trial, and retrial levels of the organization's Web site.By establishing objectives prior to implementing Internet media, it may also be possible to integrate objective specific reporting features. In the same way site visits collect information for Web statistics, information can be collected for evaluating whether objectives have been met.