Question

Using one of the sites you are tracking, prepare a careful summary of the objectives you believe that site has. In doing so, keep in mind that the objectives of the site may be a subset of the marketing and business objectives of the organization. When you are satisfied that the set of objectives is complete (you should come up with at least five) list the corresponding metric or metrics that would be needed to measure this Use your learning from Chapter Eighteen to inform these answers. Present this information in a table that shows objectives and the corresponding metrics.

Answer 1

A website may have objectives such as increasing brand awareness, generating leads, driving website traffic, increasing online sales, and improving user engagement.

Step-by-step explanation:

The objectives of a website can be a subset of the marketing and business objectives of the organization. Here are five objectives that a website may have:

1. Increasing brand awareness: This objective focuses on spreading awareness about the organization's brand and creating recognition among the target audience. The corresponding metrics to measure this objective could be the number of unique visitors, brand mentions on social media, and brand searches.
2. Generating leads: This objective aims to capture potential customers' information and convert them into leads. The corresponding metrics to measure this objective could be the number of form submissions, newsletter sign-ups, and requests for quotes.
3. Driving website traffic: This objective focuses on attracting more visitors to the website. The corresponding metrics to measure this objective could be the number of organic search traffic, referral traffic, and social media traffic.
4. Increasing online sales: This objective aims to generate revenue through online sales. The corresponding metrics to measure this objective could be the number of completed transactions, average order value, and conversion rate.
5. Improving user engagement: This objective focuses on increasing user interaction and engagement with the website. The corresponding metrics to measure this objective could be the average time spent on the website, bounce rate, and social shares.