Define -
Objectives
The objective of a website or online campaign is aligned with the strategic outcomes of the business.
An example for the flight centre website would be to increase online bookings.
Goals
The defined action that visitors should perform on a website or the purpose of the website.
An example for the flight centre website would be to make 1000 online bookings in a week.
KPI’s
Key Performance Indicator - A metric that indicates whether a website is achieving its goals.
An example for the flight centre website would be the conversion rate.
Why is a ‘hit’ not strictly a useful metric?
When a person visits a webpage they can generate a numerous amount of hits when they view this page. This is because ‘hits’ are counted for each image, video and one for the html file even though they are only viewing one web page. For example, a website with 3 images, 1 video will generate 5 hits (fifth hit is for the html page).
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