Image from Flickr via nDevilTV
Being successful online is all about measuring success. There are countless blog posts about measuring ROI using web analytics, establishing KPIs, using engagement to measure success with social media, etc.
While all of these are absolutely important, there is one indicator that I think trumps them all – especially in larger organizations. That indicator is perception.
There is an interesting quote from Van Morrison:
A famous person to themselves, they don’t get up in the morning and think, I’m famous. I’m not famous to me. Famous is a perception.
I think the same is true for success. If your team has created the greatest web site and the web analytics are indicating that it is performing well, but some in the organization have their own perceptions that the site is failure, have you really succeeded?
Perceptions are very difficult to overcome. It goes back to that old saying about people not being able to see the forest through the trees.
If all the analytics are suggesting your web site is successful, but there hasn’t been openness and transparency through the process, people will develop the perception that the web site will be a failure. The opposite is true, if through the process the outcome is less than ideal, but there has been openness and transparency, people will more likely be understanding.