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1. listen. learn. lead.
crmmetrix, inc.
The Customer-Listening Company
crmmetrix, inc releases the much anticipated industry standard for measuring
the effectiveness/ROI of brand websites.
‘The 6 Dimensions To Measure The Effectiveness/ROI Of Brand Websites’
Prepared by: Hemen Patel
crmmetrix, inc.
email: hpatel@crmmetrix.com
Tel: (201) 617-9889
| crmmetrix customer listening solutions | 2007

2. listen. learn. lead.
Moving Towards Brand Website 3.0 – the challenge
Main Objectives Of Brand Websites:
• To continuously engage customers/prospects
-> to drive revenue/sales + build brand equity + build customer relationships/loyalty
• Customer service/support
• To provide an experience that drives continuous engagement to the brand
Strategies To Achieve Objectives:
• Listen -> Learn –> Lead from your website visitors (manage what you know)
• Create a consumer centric website, let your website visitors drive your website strategies
and not the agency
For a useful measure of ROI, understand the business
objectives behind the site and then measure the site
based on achievement of those goals
| crmmetrix customer listening solutions | 2007

3. listen. learn. lead.
The 6 Dimensions – The Missing Metrics
Background
The driving force behind establishing the industry standard for
‘The 6 Dimensions – The Missing Metrics’
• crmmetrix, inc SiteCRM™ solution has been implemented by numerous fortune 500
brand websites
• Measuring website success metrics for over 6 years and the only organization to
build a global normative benchmark database
• Measuring websites globally (North America, Europe & Asia) and across many
verticals
crmmetrix has developed the industry standard 6 dimensions based on the extensive
experience and challenges faced by our clients with respect to evaluating the website
effectiveness/ROI. The 6 dimensions of measurement has been mainly driven by our
fortune 500 clients.
| crmmetrix customer listening solutions | 2007

4. listen. learn. lead.
The 6 Dimensions To Measure The Effectiveness/ROI Of Brand Websites
1. Business Impact
1. Business Impact
6. CRM Impact
6. CRM Impact 2. Branding Impact
2. Branding Impact
The
6
Dimensions
5. Campaign Impact 3. Site Performance
3. Site Performance
5. Campaign Impact
4. Visitor Quality
4. Visitor Quality
| crmmetrix customer listening solutions | 2007

5. listen. learn. lead.
The Interactive Brand Experience
Search Engine/
Search Engine/
Keyword
Keyword
SiteCRM™
SiteCRM™ SiteCRM™ ROI
SiteCRM™ ROI
Exit (Test) Survey
Exit (Test) Survey Module Survey
Module Survey
Online Marketing
Online Marketing
Campaigns
Campaigns
Portals/
Portals/ Customer experiences The customer has left the site It has been a while since the
Partner Sites the brand interactively and due to the interactive customer visited the brand
Partner Sites
browsing the brand brand experience has developed website. His visit experience
website. several impressions with regards may have resulted in purchasing
to the experience. Impressions the brand. Customer may have
Other Sources relating to brand opinion recommended the site and the
Other Sources change, purchase intent, site brand to his friends and family.
performance. Customer also has Is the brand website experience
many ideas to offer to improve driving business and branding
the brand website visit impact offline?
experience.
Customer browses
the internet and
engages with the
brand led by a
campaign or on
own motivation
| crmmetrix customer listening solutions | 2007

6. listen. learn. lead.
The 6 Dimensions – The Missing Metrics
Majority of the questions highlighted within each module are mainly unanswered.
1. Business Impact
1. Business Impact
Some of the key metrics that need to be measured…
a - Is the website visit experience driving lift in purchase intent with non brand users and brand users?
b - Is the website visit experience driving offline purchase? Did the visitor purchase the brand after
visiting the website?
c- Is the website visit experience attracting visitors in purchasing mode and do they buy the brand after
visiting the brand website?
d – Is the website visit experience driving recommendation for the brand and the website? Also, did the
visitor recommend the brand after visiting the website?
2. Branding Impact
2. Branding Impact
Some of the key metrics that need to be measured…
a - Does the interactive experience of the website drive positive brand opinion change? Does the visitor
feel better about the brand?
b – Is the website content driving positive lift in brand image perceptions?
c – Does the website build brand value?
| crmmetrix customer listening solutions | 2007

7. listen. learn. lead.
The 6 Dimensions – The Missing Metrics
Majority of the questions highlighted within each module are mainly unanswered.
3. Site Performance
3. Site Performance
Some of the key metrics that need to be measured…
a – Is the site performing to my visitor’s expectations with respect to key site characteristics (content,
navigation, speed of page download, appearance, etc)?
b – Do I know which sections of my website are liked most?
c – Do I know from my website visitor’s point of view what improvements I need to make on my
website? Should the upgrade of your website be driven by your agency or by your customers?
d – Is my website performing well in terms of visitors accomplishing their motivation to visit the
website? Is the website delivering the right content to match visit motivation?
4. Visitor Quality
4. Visitor Quality
Some of the key metrics that need to be measured…
a - What are the different visitor segments? Is the website being visited by the right segments?
b – Do I know the value of website visitors in terms of brand evangelist, high affinity, opinion leader, etc?
c – What stage in the purchase lifecycle are visitors visiting the website? Are majority of the website
visitors looking to purchase within next few days or did they just purchase the brand?
d – How involved are website visitors in the category and brand? Do I know how frequently visitors purchase
the category and the brand and the average dollar amount per transaction?
| crmmetrix customer listening solutions | 2007

8. listen. learn. lead.
The 6 Dimensions – The Missing Metrics
Majority of the questions highlighted within each module are mainly unanswered.
5. Campaign Impact
5. Campaign Impact
Some of the key metrics that need to be measured…
a – Which campaigns/search engine-keywords is driving lift in purchase intent and offline purchase of my
brand? Do my media planners know which campaigns to optimize based on business impact ROI?
b – Which campaigns/search engine-keywords is driving visitors that are in purchase mode versus
purchased mode? Is the website delivering the right content for both these segments?
c – Are the website visitors driven by campaigns accomplishing their reason to visit the website?
d – Do I know which campaigns are driving the right segments to the website (brand engagement)?
6. CRM Impact
6. CRM Impact
Some of the key metrics that need to be measured…
a - Is the website building customer relationships?
b – How many of my website visitors registered for newsletter? What were the reasons for those who
weren’t interested to join?
c – Is the website content building a perception that the brand is trying to develop a relationship with
the customer?
| crmmetrix customer listening solutions | 2007

9. listen. learn. lead.
The 6 Dimensions – The Missing Metrics
Some Strategic Application
Measuring these standard 6 dimensions provides actionable insights that relate to effective strategic
plans moving forward. Below are some applications…
1) Marketing/Advertising optimization
Close the loop from lead generation/client acquisition to offline/online purchase. This provides intelligence with
respect to which campaigns are driving purchases. The campaigns that are not driving key business metrics can be
tweaked to maximize effect. Intelligence media planners can utilize this real time data 24/7/365. For example - If
Yahoo is driving more traffic but less business impact compared to MSN, then allocate more resources to MSN as it is
driving key business impact measures.
2) Reasons why website visitors did not purchase
Understanding the reasons why website visitors did not purchase after their website visit provides ideas for how to
restructure the content of the website to be more persuasive. This will drive purchases in the future. For example - If
pricing is an issue, then the website content can be tweaked to communicate the differentiation and value versus other
competing brands.
3) Site design optimization
Mapping the expectation and satisfaction of key site characteristics will highlight the non-performing characteristics
which can be improved for better site performance. The design team will have valuable consumer driven insights to
work from.
4) Tracking conversion of non-customers to customers
Tracking the stage of purchase life cycle your visitors are when they visit your website provides information about the
type of visitors you are converting. For example - You would want to know the proportion of website visitors you
convert that were planning to purchase and have never purchased your brand before.
And many more applications…..
| crmmetrix customer listening solutions | 2007

10. listen. learn. lead.
The 6 Dimensions – The Missing Metrics
Next Steps
The first step to implementing these industry standard website measurement dimensions
starts with a consulting call:
Hemen at 201-617-9889 and/or email hpatel@crmmetrix.com
We’ll show you how these 6 dimensions of measurement fit your business objectives.
Then we will work with you and your team to recommend the solution that will build long-
term value for your business.
Our solutions are designed to meet the customer intelligence needs of our clients and are
adaptable to meet your objectives and budgets.
We look forward to working with the same passion as we do with our other customers
Your Brand Website Is Your Best Marketing Channel
Your Brand Website Is Your Best Marketing Channel
| crmmetrix customer listening solutions | 2007

11. listen. learn. lead.
The 6 Dimensions – The Missing Metrics
About crmmetrix, inc.
crmmetrix is the leading provider of Customer-Listening solutions that allow companies to build
relationships and drive innovation. Using proprietary methodologies and patent pending
technologies, crmmetrix’s solutions measure the relationship and engagement values of brand
websites (SiteCRM™), capture the collective wisdom of customers, build brand community of
opinion leaders and brand evangelists that drive innovation and advocacy. The results are
better products, improved customer loyalty, greater customer acquisition, and better
advocacy, word of mouth and engagement. Many leading Fortune 500 companies worldwide are
driving their growth using crmmetrix’s customer-listening solutions. www.crmmetrix.com
USA Office Europe Office
crmmetrix, inc. crmmetrix SARL
700 Plaza Dr, 2nd Floor Le Viking
Secaucus, NJ 07094 67 rue Anatole France
Phone: 201.617.9889 92300 Levallois-Perret
Fax: 201.617.8588 Phone: 33 1 41 05 90 10
Fax: 33 1 47 58 55 23
Intellectual Property Disclaimer:
This document ‘The 6 Dimensions To Measure The Effectiveness/ROI Of Brand Websites’ is the intellectual property of crmmetrix, inc.
The business process mentioned in this document is the property of crmmetrix, inc, protected by law.
You may not reproduce in whole or in part, in any manner, without the prior written consent of crmmetrix, inc.
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| crmmetrix customer listening solutions | 2007