A Complete Maturity Model
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
Level 1 | Level 2 | Level 3 | Level 4 | Level 5 | |
---|---|---|---|---|---|
Technical details | Minding your own house | Engaging the Internet | Building relationships | Web business strategy | |
Analytics | 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? |
WIA | 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? |
VOC | What do emails and “contact us” forms say about visitor satisfaction? | When I intercept visitors, what do they tell ... |
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