As we’ve looked at various forms of monitoring, we’ve considered a maturity model that begins with basic technical visibility and moves toward a more integrated, comprehensive perspective of your entire online presence. Table 18-1 shows the questions an organization is trying to answer at each level of maturity.
Table 18-1. The questions an organization answers at each level of web monitoring maturity across various forms of monitoring
Minding your own house
Engaging the Internet
Web business strategy
How many hits did I get?
How many conversions have I had?
What segments or sites are sending me the most, best traffic?
How loyal are my users, and what’s their lifetime value? What content works best for them?
What KPIs should I use to manage my organization? How are online and offline channels related?
What did visitors see and click?
Where in a form or a page do users get stuck or abandon? How can I improve my design?
How do different visitor segments interact with my site?
How long does it take for people to learn the application? Where do they get stuck? Can I resolve their problems by having their sessions in my CRM?
Can I automatically serve optimal content and navigation for different segments and levels of visitor experience? How efficient/productive are users?
What do emails and “contact us” forms say about visitor satisfaction?
When I intercept visitors, what do they tell ...