The Yankee Group reports that 66 percent of companies determine website success solely by measuring the amount of traffic. Unfortunately, large amounts of website traffic do not necessarily indicate large sales. Many websites with lots of traffic have minimal sales. The best way tomeasure a website’s successis to measure such things as the revenue generated by Web traffic, the number of new customers acquired by Web traffic, any reductions in customer service calls resulting from Web traffic. As you deploy your Business 2.0 strategy, you want to build a website that creates stickiness and a sense of community for your customers. Explain why measuring Web traffic is not a good indicator of Web sales or website success. How would you implement Business 2.0 characteristics to create a sense of community for your customers? How could a wiki help grow your business? Could you use blogs to create a marketing buzz? What else can you do to ensure your website finds financial success?
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