Detailed Product Description

In the dot com days, people designed websites around "user experience"and "usability". Clickthroughs were considered a sufficient measure ofsuccess and very few ofus paid any attention to website ROI. This hasall changed.

Today, website ROI is measured by conversions --how frequently visitors reach your goals. Goals are activities on yourwebsite that are important to the success of your business. Obviously,a sale is a goal if you sell online. A request for a sales call isanother example of a goal. So is an email registration. Even if you havea purely brochure-ware site, you might consider viewing the Contact pageor a Product Spec page to be a goal.

The point is that if youhaven't built one or more key activities - goals - into your site, noamount of site re-workings going to help. Without goals, you haven'tcreated any connection points with your prospects and customers andyou'll have no way of knowing how well you meet your visitors' needsproof measuring your website ROI.

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