Top 5 Mistakes: Start Using Web Site Analysis Tools

Web site analysis tools can contribute to design decisions to improve visitors online experience but also to inform site owners, business owners about the performance of their Web sites. However, in many cases, eBusiness Managers, Webmasters or Web operations managers, start deploying Web site analysis tools just as a nice to have tool. Instead of measuring performance and comparing it to the business objectives, they mostly communicate the raw analysis data to senior management, without any further explications or any recommendations for site improvements. To exploit the value that Web site analysis tools can provide, the following major pitfalls should be avoided:

1) Business objectives not set for individual sections of the site: At most organizations, business owners responsible for a sub part of the corporate Web site have not defined their specific business objectives of their sub parts. For example, a sub part of a Web site could be customer support, which can be further broken down into self-service tools (e.g. frequently asked questions, download of drivers, etc.), support contact information, warranties, user manuals, etc. Measuring the...