Measuring the performance of a website, its
Return on Investment
is a factor that companies are increasingly taking into account given the growing investment in design, programming, content generation, promotion, etc. that being on line requires nowadays. Until recently, the simple presence of the company on the Internet through a static website whose contents were hardly updated was considered sufficient. However, Internet users today demand websites that meet usability criteria, with attractive designs, with multiple functionalities, with constantly updated content, programmed using compatible code and optimized both for fast downloading and for being properly indexed by search engines. Meeting these multiple requirements requires a level of investment that mere Internet presence no longer justifies:
It is necessary to set objectives to be met by the website, measure the degree to which it achieves them, know where and how to apply corrective measures and be able to know what ROI we are obtaining.