Most people would probably agree that a website is successful if it meets the business’s objectives. This is true no matter what they are, e.g., fast, friction-free sales for the e-tailer, thought-leadership and relationship-building for the business consultancy, etc.
Key questions for a successful website
- Is it delivering a high return on investment (ROI)?
- Is it reaching the people you need to reach?
- Is it sustaining relationships across the sales cycle?
- Is it converting browsers to buyers?
- Is it delivering repeat purchases?
Three rules for creating an effective website
The problem for many site owners is that they cannot answer these questions with any real level of certainty. While they probably know they should measure these things, they’re discouraged from doing so because they don’t believe they have the time, money or knowledge. Fortunately, at a basic level, there are really just three rules for creating an effective website:
- Do what works
- Don’t do what doesn’t work
- Know the difference
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