Dan Willford


SF 3-3 Performance Evaluation

Problem: Your B2C beaded jewelry web site has been in operation for six months. Online sales have increased every month, but you are still not quite sure how well your site is actually performing. You need help with evaluating your site’s performance.

Instructions: Use search tools and the information in this special feature to create at least three measurable performance benchmarks for your site. (You may assume any additional information about your B2C beaded jewelry business not detailed in these instructions.) Next, evaluate services and costs for at least three marketing companies that offer Web analytics and performance evaluation tools. Choose the marketing company that, in your opinion, offers the best selection of services and costs for your site.


1.       Write a report that explains the performance benchmarks you have created and how the benchmarks will help you evaluate your Web site’s performance.

The three companies that I chose are: http://www.smartinsights.com/, http://www.webpagetest.org/ and http://www.digitalmarketingstrategies.ie/. Each of these companies offer a wide variety of services when it comes to measuring and evaluating a business’ website. Each site offers their own unique services and they also share some similarities. These sites will help the business grow by offering website optimization, promote content through social media, email marketing, mobile friendly assistance, and to analyze and refine strategies.

2.       Include in your report a summary of the services provided and costs for those services for each reviewed marketing company. Discuss the reasons for your choice of the specific marketing company that will provide you with Web analytics and performance evaluation products and services.

These site do not appear to be very forthcoming with any costs associated with their respective business models. The user is required to provide a fair amount of contact information to see any real cost figures. Overall I feel that http://www.digitalmarketingstrategies.ie/about/ provides the most complete solution to managing a small business websites marketing needs.