Evaluating Web Presence Success

Evaluating Web Presence Success

Stephen Burgess (Victoria University, Australia), Carmine Carmine Sellitto (Victoria University, Australia) and Stan Karanasios (Leeds University Business School and AIMTech Research Group, UK)
DOI: 10.4018/978-1-60566-224-4.ch010
OnDemand PDF Download:
$37.50

Abstract

This chapter examines the notion of how the success of a small business Web presence can be assessed. In doing so, there is initially a discussion of how a small business could classify its ICT expenses and attempt to match these outlays with any expected revenue streams. The latter part of the chapter, discusses the different approaches a small business operator can use to investigate and evaluate the success of its Web presence.
Chapter Preview
Top

Ict Evaluation

In previous chapters we have stressed that it is important to consider why any investment might be undertaken by a small business - an issue that needs to be considered reasonably early on in the decision-making process to adopt ICTs.

With respect to ICTs, the small business operator will predominantly invest in this type of technology allowing them to improve and enhance:

  • Communications: Provides a conduit to facilitate information and message flows between the business and important partners,

  • Operational efficiencies: Perhaps through lowering costs or delivery faster business processes),

  • Sales turnover: Potentially through added value, and/or

  • Information quality: That contributes to more informed decision making.

Clearly, the introduction of a Web presence, as an ICT, can assist the business in any or all of these noted areas. However, as we have previously encountered in the other chapters of the book, this all comes at a cost. There are obvious expenses, such as the direct cost of hosting and maintaining the Web presence, possible costs in relation to the amount of traffic that might be generated from being online and the cost of equipment (such as modems). There are also the less obvious expenses - such as the time taken by employees to maintain (update) content on the Web presence. As with other business expenditure, it is important to keep an eye on these expenses. Moreover, it is necessary to know the potential costs that can be incurred with a Web presence (such as costs for Website traffic) so that there are no unpleasant surprises after the Web presence has been implemented.

There are various reasons for keeping control of ICT expenditures in the small business environment - allowing the operator to have some idea of what the costs will be and importantly, having a means of measuring them. Some of these reasons are:

Complete Chapter List

Search this Book:
Reset
Table of Contents
Foreword
M. Gordon Hunter
Preface
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
Chapter 1
Introduction  (pages 1-26)
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
Over the last decade there has been a great deal of research into the use of Information and Communication Technologies (ICTs) in small businesses.... Sample PDF
Introduction
$37.50
Chapter 2
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
Whilst writing this book it has become apparent to us that small businesses face numerous challenges and issues when they are considering their Web... Sample PDF
Web Presence Lessons for Small Businesses
$37.50
Chapter 3
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
The new global economy has resulted in the availability of unprecedented opportunities for small business. ICTs in particular have contributed to... Sample PDF
Readiness for a Web Presence
$37.50
Chapter 4
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
In the previous chapter we highlighted the importance of planning for an effective Web presence. In fact, the existence of a disciplined planning... Sample PDF
Business Strategy and Planning
$37.50
Chapter 5
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
The purpose of this chapter is to discuss how a small business decides upon its Web presence strategy and then determines what features will make up... Sample PDF
Web Presence Strategy and Content
$37.50
Chapter 6
Web Presence Hosting  (pages 141-167)
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
In earlier chapters we discussed the need to link Web presence strategy with anticipated small business direction and motivations - where this... Sample PDF
Web Presence Hosting
$37.50
Chapter 7
Website Design  (pages 168-196)
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
This is the most technical of the chapters in this book. It is centred on Website design and is the only chapter in the book where we exclusively... Sample PDF
Website Design
$37.50
Chapter 8
Web Presence Promotion  (pages 197-222)
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
There are literally millions of businesses with a Web presence on the Web and more and more being added every day, all competing to attract... Sample PDF
Web Presence Promotion
$37.50
Chapter 9
Web Presence Governance  (pages 223-252)
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
The initial idea behind this chapter was to expand on the issue of security, predominantly in relation to ensuring that a small business operator... Sample PDF
Web Presence Governance
$37.50
Chapter 10
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
This chapter examines the notion of how the success of a small business Web presence can be assessed. In doing so, there is initially a discussion... Sample PDF
Evaluating Web Presence Success
$37.50
Chapter 11
A Look at the Future  (pages 275-301)
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
This chapter serves to raise an awareness of some of the more cutting edge Internet innovations and applications that may become viable and useful... Sample PDF
A Look at the Future
$37.50
Chapter 12
What Led Us Here?  (pages 302-321)
Stephen Burgess, Carmine Carmine Sellitto, Stan Karanasios
This Appendix provides a brief overview of our PhDs - all of which involved research into small business adoption and use of ICT and Internet... Sample PDF
What Led Us Here?
$37.50
About the Authors