Web site performance measurement: promise and reality

Purpose The purpose of this research is to examine the web site performance‐measurement activities of a range of businesses and to determine whether there are common measures that can be successfully applied to rate the performance of corporate web sites. Design/methodology/approach Qualitative interviews are conducted with web site managers of 25 businesses, exploring web site activities and performance measures used. Findings The study demonstrates that web site performance measurement is largely idiosyncratic and/or completely ignored. Retailing and business‐to‐business companies are more likely to use performance measures (including sales revenue and web‐analytics programs) to determine the value of a web site to the business. Research limitations/implications The study covers a broad spectrum of company types and sizes, mainly based in Australia, but did not focus on the use of the internet by specific industries – such as retailing or financial services. Practical implications The study should encourage managers to measure the financial and non‐financial contributions made by corporate web sites to the overall performance of a business. Originality/value The paper provides insight into the current lack of standards in web site performance measurement and the need for the development of standards in this area.