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First, the purposes of the Website are defined, and then, the metrics. « 222 Tips for doing business on the Internet
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First, the purposes of the Website are defined, and then, the metrics.

Celeste: Every day I have arguments in my company, because people say that the website is not successful. I don’t know how to explain them that the website is a necessary tool and we have to continue investing in it.

The first thing to do is to define the purpose of the website, which has to be consistent with the purpose of the business (e.g. sell, generate traffic, provide company information, CRM, etc.) Once the purpose has been defined, the metrics that will be used to determine whether the purposes have been fulfilled should be defined (e.g. if it is to sell, how much you want to sell per month; if it is to generate traffic, how many monthly clicks you want, how many unique users, how many one-time visitors; etc).

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