Once that is determined, large enterprises should consider buying software to help analyze Web data, while midsize and smaller companies should consider a hosted service. In short, the most valuable metrics will depend on what you are trying to do with your site. "Metrics will be different from company to company." Where a retail site might be focused on conversion rate (the number of online shoppers who actually buy something), a business-to-business site might value site reliability and speed above all. "There is no standard metric that a company can rely on for its Web site," says Randy Souza, an analyst at Forrester Research Inc. Now, as the Web has moved from being a technology pipe to a sales channel, companies need to update their Web measurement strategy with new metrics and analysis tools that can help them analyze customer behavior and improve their site's business success.īut while hits were once the metric du jour, the new metrics aren't so clear-cut. ![]() When the Internet bubble burst, "sticky eyeballs" seemed suddenly worthless. They counted "eyeballs" and measured their site's "stickiness" as a way to convey the online real estate's value to advertisers. ![]() During the dot-com heyday, companies slapped sites on the Web and waited for traffic to pour in.
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