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There are literally billions of websites and yet very few of their publishers actually stop and ask ... Is my website effective, is my website achieving what it needs to achieve?
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This is pretty stupid, when the web is actually one of the most measurable communications mediums available. Perhaps this is the ultimate irony ... that since it is so measurable, and our results there for all to see, that is exactly the reason that most publishers don't want to know the truth about their success. They know that the results will tell them something that they don't want to hear – that their website is failing!
Of course this is the wrong approach. Most websites will start out weak, insipid and uninspiring. If instead of avoiding the truth, we monitor, learn, improve and supercharge this cycle of evolution, we can turn our websites into effective and successful channels of communication that achieve the outcomes required.
The world's most effective websites are not surprising the world's most analysed websites. So lets look into setting criteria, measuring outcomes and generating effectiveness.
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