How to Increase Website ROI with Added Functionality

Having an informative and inviting website will aid your business without question, but adding functionality to your website allows your site visitors, and you, to get the most out of your investment. Your website should be designed to provide your site visitors with an enjoyable user experience and an easy way to do business with you, such as ordering online, downloading product supporting documents, registering for an event, or some other function that translates into you interacting with them. Having a clear understanding of your website goals allows you to determine which types of functionality will support those objectives.

Defining Your Website Goals

Before you decide what type of functionality to add to your site you must first determine what you are trying to achieve by adding it. This sounds pretty basic but it is an important first step that allows you to make sure that what you want to add will actually support what you are trying to accomplish. You can ask yourself a simple set of questions:

Why do I want this functionality?

Your answer may be something like these:

Once you know why you want the added functionality it will be clear to your web developer how the tools need to architected. At Industrial Web Solutions we often are able to recommend a tool that simplifies the process for our client. Our goal is always to clearly understand what the client is ultimately trying to accomplish so that we can guide them to the most cost effective, easy to implement and easy to use solution. So as basic as this question seems you will be surprised at how much information it reveals.

Defining the Tool

What steps does this tool have to fulfill in order to be effective?

Once you are clear about why you want the tool and the task it is to perform, it is then necessary to list the required steps involved in the process of completing the task. Sometimes the tool is meant to do something, for example, that was previously done by your inbound sales personnel. In order for it to accomplish the task, it must be developed to ensure that each step of the process is carried out.

What kind of administration does this tool require?

Many simple website tools require little or no administration. Depending on the nature of the task, sometimes a tool requires administrative maintenance or management. For example, if your website tool is a contact form that captures certain contact information and then emails the form to your corporate email address such as sales@mycompany.com, you will need to assign a person to check that inbox as often as you determine is necessary. In order to support the goal of the tool, which is to collect online leads, you have to have someone check the inbox and respond to the inquiry in a timely fashion or you could lose the lead.

Tools that add or update information to your website, whether it has to do with products in your database or other content on your web pages such as promotions or editing copy, obviously require at least one administrator to make the necessary changes. The point is to understand what needs to be done and make sure you have the administrative staff available to do it.

How will this tool change what I am already doing?

When translating a task for an online environment it may affect how you do things offline. Our developers and project managers take clients through a process of discovering exactly how the new tool will impact the way in which they do things. The reason behind this is twofold. First, it helps to determine if the tool is the best way for a client to achieve the result he is after and in fact justifies the cost involved in creating it. And secondly, it helps the client to prepare for the implementation of the tool and the resulting procedural changes that may follow. Preparation may include training, re-assigning staff, or moving files to the online environment.

Making the Decision

How will this tool help potential and existing customers to do business with me?

If you can answer this question clearly then the added website functionality is probably a good investment. The operative word is "function". If you are adding things to your website that do not fulfill or perform a useful function then they are superfluous. In fact, they may actually be working against your purposes. Tying website functionality directly into a business goal not only provides you with a way to reach that goal but also allows you to track and measure the effectiveness of the tool as a means of reaching that goal.

Conclusion

Adding functionality to your website is most effective when tied to a particular business goal that can be tracked and measured. Being clear about the task of the tool, the administration of the tool and the effects to your offline business processes will help you to understand the cost effectiveness of the tool before you go ahead with its development. Take the time to answer the above questions and you will have the information you need to ensure you get more out of your website with added functionality.

Industrial Web Solutions offers both custom designed applications and plug-in modules to satisfy a variety of business goals through added website functionality. Please call (800) 399-9859 to speak with an IWS Representative about your particular website needs.

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