To what extent do the key pages of your web site focus on your company and your products / services instead of the value delivered to your customers? Tip: Count up the number of occurrences of you/your and we/our. This will give you an indication of how much you are inwardly focussed. To what extent did you involve end users and/or customer facing staff in the design of your web site? If you have more than one type of customer or market segment, to what extent is this reflected in the structure of your web site? How easy is it for visitors to use your web site? Can they easily find what they are looking for? Tip: Have you observed customers using your site? Does your web site include something that encourages people to return? Do you work with customers via your site – i.e. is it part of your continuing relationship with your customers? To what extent can users find solutions to their problems? Can they use it to better understand their requirements and assess alternatives? How frequently do you update your web site? To what extent does your web site provide useful tools that encourage visitors to return? Does your website make it clear why customers should choose you over your competitors? To what extent have you optimised your web site so that it is easy to find through search engines (without using the company name)? How much use do you make of advanced analytics to profile your visitors, and improve the use and effectiveness, of your web site? |
