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Many organizations struggle with what online metrics truly matter for their business. There are so many things that you can track online. Not least of which would be how many visitors you get, how many fans you engage, bouncebacks and even how many tickets you sell. 

Each of these can be a useful or important business indicator, but taken out of context they often tell us a misleading story about our success (or lack thereof online).

Every organization we have ever met could benefit from a more holistic view of the online journey of their stakeholders. Understanding how many people are at each phase of their journey with your organization and their level of satisfaction (or dissatisfaction) with the services and content you offer gives your organization the ability to better focus your limited time and resources on the places that truly matter to your stakeholders and your bottom line.

Today we are going to focus on one online touchpoint that plays in many parts of your stakeholder's journey - your website.  

We once had an organization proudly declare they had hundreds of thousands of visitors to their website. This is a great number. But not enough people were buying tickets and next to none of them were donating. The organization was having trouble determining why this was so.

We will get into funnel analysis and other important tools in future posts. But for this article, we want to know if the organizaton's very large and convoluted website was meeting the needs of their stakeholders. 

The organization could not tell us what the purpose of visitors was, only what pages visitors went to. They also could not tell us whether people were able to satisfactorily complete their intended task on the website. This is because you can't get this information from your web analytics package.

Using iPerceptions free 4q product, you can easily ask randomly selected website visitors to participate in a brief survey (3 questions) at the completion of their website visit. 

  1. What is the purpose of your visit to our website today?
  2. Were you able to complete your task today?
  3. If you were not able to complete your task today, why not?

The results give you immediate and actionable insight into how your website is assisting or hindering people from supporting your organization.

What about your organization? Does your website live up to the expectations and intended needs of your visitors? 

[Image credit: http://www.flickr.com/photos/beantin/

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