After going through the effort of creating an e-marketing site, including its launch, the next step is to gauge how successful you are relative to your objectives. This includes the metrics defined at the same time the qualitative goals of the site were determined. It's a good idea to view the metrics associated with an e-marketing site as corresponding to the visitor's progression through your site. Figure 1 provides a graphic that includes the key metrics associated with tracking where a visitor has been on your site as he or she turns into a customer. Here's nothing Big Brother-ish about tracking movement on your site; it's rather a matter of taking the metrics and tuning your site to be more relevant to the visitor. It's adding value through informed decisions that matter—that's why metrics are crucial to the success of any e-marketing site.
An example of how metrics can be used for tracking visitors to your site.
Finally, making your ASP accountable for quantitative results is necessary if you're going to get your investment's worth from the relationship. This mindset is very popular with the investment community today, and the managers of the ASPs you choose to work with will be well aware of the need to quantify the performance of their business to investors. So the mindset over providing measures of how a site is doing should not be a foreign concept to them. The better ASPs will have systems in place for reporting how your site is doing, and will often have the ability to provide metrics that are tailored to your business.