- I. Definition
- II. Roles
- III. Dependencies
- IV. Examples
- V. Review
Definition
Once the website has been launched the work isn’t over. Audience and business goals will continue to change over time. Mechanisms should be in place that will gather user data and feedback. Periodic analysis of this information will help inform an organization how to keep their website’s offerings relevant.
Example Evaluation Tools:
Intercept Surveys – These are feedback surveys that pop up during a user’s visit to a website. They can activate during the user’s session as they are attempting to complete a task or when the system recognizes the user browsing away from the website. It’s a great tool to probe a user’s perception of the website while they are actively engaged in the experience.
Web Analytics – Web analytics is the research and analysis of a user’s interaction with a website. Many website owners use software that mine various data sources, such as server logs, to measure specific quantifiable information, such as how many people visited their site, how many of those visitors were unique visitors, how they came to the site (i.e., if they followed a link to get to the site or came there directly), what keywords they searched with on the site's search engine, how long they stayed on a given page or on the entire site, what links they clicked on and when they left the site. Web analytic software can also be used to monitor whether or not a site's pages are working properly. With this information, Web site administrators can determine which areas of the site are popular and which areas of the site do not get traffic. The stakeholders of the website can then use this data to refine their online strategy and create a better user experience.
The Web Analytics Association (WAA) has established basic definitions around this practice.
Roles
Analytics Resource – An expert in data mining and analysis. Any basic web log program will report usage trends and browsing patterns which can give excellent feedback on what areas need improvement but the value comes from the quality of the data analysis. The canned reports of a web analytic tool are helpful, but the best chance to received truly insightful recommendation comes an experienced resource, like a Web Analytics Professional, analyzing the data.
Other Roles:
- Copywriter/editor - Establish a schedule to update content and keep the website's copy relevant.
Dependencies
A Desire to Excel - The primary dependency for continued quality of a website is the organization’s attitude.
Improvement comes from attitude. If an organization makes it a priority to never say “Its good enough” and continue to allocate resources to keep up the relevance of their online offerings, a website has a great chance to continue serving the ever-changing needs of its audience.
Examples
Intercept surveys
Intercept surveys are tools to elicit feedback from an audience while they are in the context of using the website.
They can be as discreet as asking a single, simple question on every webpage:
Web Analytics Reports
There are various applications that will generate reports based on web server logs. These reports can show usage trends and end-user demographics.
Sample Web Analytics Report (49kb) 
Review
Click the button below to launch a quick review of the Evaluation and Refinement period. Once you are done, close the review and move on to the Final Review.
- Continually look for trends
- Elicit feedback whenever possible
- Update content and keep the site relevant
WAA Analytics Standards 201kb
