Web site performance measurement: Promise and reality

Ray Welling*, Lesley White

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

35 Citations (Scopus)


Purpose - The purpose of this research is to examine the web site performance-measurement activities of a range of businesses and to determine whether there are common measures that can be successfully applied to rate the performance of corporate web sites. Design/methodology/approach - Qualitative interviews are conducted with web site managers of 25 businesses, exploring web site activities and performance measures used. Findings - The study demonstrates that web site performance measurement is largely idiosyncratic and/or completely ignored. Retailing and business-to-business companies are more likely to use performance measures (including sales revenue and web-analytics programs) to determine the value of a web site to the business. Research limitations/implications - The study covers a broad spectrum of company types and sizes, mainly based in Australia, but did not focus on the use of the internet by specific industries - such as retailing or financial services. Practical implications - The study should encouragemanagers to measure the financial and non-financial contributions made by corporate web sites to the overall performance of a business. Originality/value - Thepaper provides insight into the current lack of standards in web site performance measurement and the need for the development of standards in this area.

Original languageEnglish
Pages (from-to)654-670
Number of pages17
JournalManaging Service Quality
Issue number6
Publication statusPublished - 2006


  • Asset valuation
  • Electronic commerce
  • Internet
  • Measurement
  • Return on investment


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