In order for the store goals to be achieved effectively, it will be necessary for each of the goals to be measurable and specific. The goals laid down by the Bridal House Store can be measured using various web analytics to ensure that there is progress towards the right direction. First, the eBusiness aims at enabling customers to visit the site and view the shop offers 24 hours each day, 7 days each week. With regards to this objective, the shop focuses more on obtaining new customers rather than increasing repeat visits. To measure the achievement of this goal, web analytics, which depend on cookies and IP addresses, will be used. Through a record of the clients’ IP addresses and the cookies, it is possible to determine whether a new site visit has occurred based on the generated records (Clifton, 2010). Any records showing visits from previously recorded IP addresses and previously recorded cookies indicates that the visitor on site is a repeat visitor rather than a new visitor. An increase in the number of new visitors will be considered as a performance indicator.
Secondly, Bridal House Store aims at providing customers with 24 hour order replacement opportunities on site. This goal will be measured by keeping records of the number of clicks on the order replacement confirmation tab. In doing this, click analytics will be used. The click analytics technique gives special attention to clicks. The objective of keeping records of clicks on order replacement is to determine the performance of the website with respect to enabling the customers to replace their orders. While this goal is reasonable and measurable, a key limitation towards its measurement is that the rate at which customers replace their orders is not dependent on the level of expertise displayed by the site.
The third goal of BHS is to offer an online store where customers can order whatever they want whenever they want. This goal can be measured through click analytics. This is because for customers to confirm their orders, they have to click on the order confirmation tab. The number of clicks recorded over a specific period of time based on order confirmation can create a very good picture of the interaction between the store and the customers. The weekly number of clicks can be used to determine whether the number of purchasing customers is increasing.
Another goal of the store website is to provide customers with valuable information about the business, which can help the customers to gain trust of the store. This goal will be measured through the use of page tagging analytics (Sterne, 2002). The web analytics tool has definitions of pages dependent on clicks, views, and information requests. Any such interactions that are translated into pages are recorded through page tagging analytics. The records of page views and tags translate to information provided to the visiting customer since any page visited by the customer has information relevant to the business, which may be useful to the particular customer visiting the site. Moreover, requests for files and events like mouse clicks, which generate responses from the system are also considered as page visits. Part of the requested information may also be customer feedback.
The store also aims at receiving customer feedback through the website. Like in confirming orders and replacements, provision of feedback will also be measured through click analytics. This will be through generation of statistics based on the number of feedback confirmation clicks on the website. The site has a customer feedback form, which customers are expected to fill in after placing their orders or after visiting the site for information purposes. Each click on the confirmation tab is recorded as a received customer feedback. An increase in informative feedback over the months will be taken to be positive growth in terms of this goal. This goal cannot be measured independently of the access to the site at any given point in time.
In conclusion, the website will be instrumental in the achievement of the overall most essential goal of the store, which is to reach more potential customers through the internet. To achieve this goal, the site aims at carrying out advertisement through the internet to cover a wider customer base. The performance in terms of this goal will be measured by statistical records of the page visits, both new and return visits. Click analytics can aid in the measurement of this goal through effective record keeping. IP addresses of potential clients can also be used to determine the growth in customer base over time through keeping a database of customer IP addresses. A key performance indicator in the achievement of this goal is the observation of organic growth in the customer potential of the store as well as in the actual purchases recorded over time. The nature of the customer feedbacks received may also be essential in measuring the success rate towards the achievement of this goal.
Clifton, B. (2010). Advanced Web Metrics with Google Analytics, 2nd edition. Sybex.
Sterne, J. (2002). Web metrics, Proven Methods for Measuring Web Site Success. London: John Wiley and Sons