Marketing Assignment: Website Performance and Accessibility Report

This report evaluates website performance, focusing on the use of 'hits' as a performance measure and exploring alternative metrics such as web-centric, audience-centric, and network-centric measures. It discusses the importance of these measures in digital marketing, highlighting their roles in understanding website traffic, repeat visitors, and user behavior. The report also examines the Australian Government's Web Content Accessibility Guidelines (WCAG), explaining their necessity for ensuring web content is accessible to individuals with disabilities and older users, and it explores their adoption in the commercial and business sectors. The report underscores the significance of accessibility in providing equal access to information and services, aligning with legal and ethical considerations, and expanding the potential customer base. The report concludes with an overview of the advantages of prioritizing accessibility, including enhanced community relations and improved user experiences.

Running head: EVALUATION OF WEBSITE PERFORMANCE
EVALUATION OF WEBSITE PERFORMANCE
Name of the Student
Name of the University
Author Note

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Q1. Evaluating website performance. It seems that many digital marketing organizations use
‘hits’ as a measure when evaluating their website performance. Three groups of measures are
mentioned in this chapter, and hits are only one measure within one grouping. Why might
online marketers use hits as a performance measure? Should they be using other measures?
Why or why not?
Tracking the accomplishment of every part of the strategy planning of the online
marketing is critical to taste the success, as it will help to provide the priceless insights into
the targeted market of the business, and will help to know the area of threat or under-
performing areas where the strategy is not successful. By tracking some Key Performance
Indicators (KPI), it will help the online marketing efforts to move forward by allocating the
resources where it will be most effective. The purpose of the digital marketing organizations
is to convert the maximum number of online visitors to sales or leads. There are three types
of measures. They are web-centric measures, audience-centric measures and network-centric
measures. Hits are clue to the website traffic. They are important because many search
engines like Google array websites in order of number of hits received (Yuan, Wang and
Zhao 2013). Web-centric measures are hitted by one visitor at a time, audience-centric
measures like cookies indicate repeat visitors, and network-centric measures show the other
sites where the visitors are going to. In web-centric measure, the owner has the right to
collect the data and the measurement of the audience is derived from the server as well as the
page tag logs. The measurement of the audience is located on the activity of an example of
internet users, i.e., the activity between the people and the browsers. But, in network-centric
measurement, the company gathers the data from one or more ISPs. In audience-centric
measures, there are problem with the cookies. Privacy concern and the deletion of the cookies
may hamper the measurement of the data. Technical challenges are there and it will limit to
track the number of audiences, which will hamper again to strategize the business plans of the

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company (Järvinen and Karjaluoto 2015) . All the business plan focuses on a particular aim,
to turn the browsers into buyers. And for that, each of the measures can be followed by the
company according to the budget allocated as each of the three measures has its own pros and
cons, and different data can be gathered from the three measures to increase the database of
customers, which can be turned into sales leads in future (Yadav, Sushil and Sagar 2014).
Q2. Review the Australian Government’s Web Content Accessibility Guidelines (WCAG) at
(http://webguide.gov.au/accessibilityusability/accessibility). Write a report explaining why
these guidelines are necessary. Are such guidelines used in the commercial/business/industry
sector?
WCAG 2.0 is a technical guideline or principles prepared under the Web
Accessibility Initiative of the World Wide Web Consortium (W3C), which guides the ways
or processes of making Web Content more available to people who are disable. The
availability or accessibility includes a variety of disable persons, like visual, physical,
hearing, speech, learning, psychological, language and neurological disabilities (Kamoun, Al
Mourad and Bataineh 2013). All these guidelines also help the older individuals to use the
Web content, with the altering abilities occurred due to aging and also improving the using by
users in common. The users of WCAG, including the individuals and the companies, differs
broadly and includes Web designers and developers, teachers, policy makers, students and
purchasing agents. In order to face the different demands of the people, many tiers of
guidance are provided. All these tiers of guidance perform together to supply guidance on the
on the ways of making the content to be more accessible to the needy people. The main aim
is to provide the access to all the disable persons, and to satisfy their needs and wants and
designing the contents accordingly. This will help to led a normal and common life like
others. This is very much necessary in today’s world, so that it helps to share the same feeling
of a normal life by the so called disabled persons, who have the equal right to lead a common

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people (Chen and Liu 2014). Many businesses in the private sector are using the guidelines
after the government of Australia. The Disability Discrimination Act, created in 1992, helps
to guarantee the persons with disabilities have the right to access the same and equal services
and information just like that of a non-disabled person. The access to services, facts and
communications is a basic human right. This includes the access to the internet and its
content as well. The companies design and create the products and services to be used by the
people, irrespective of whether a person is disable or not. The practices involving the
accessibility can be good for everyone and can give access to a wide range of potential
customers by involving more people in the business industry. The benefits that involves
accessibility are above legal protections, and helps the organization to build a healthy
relationship with the community (Sohaib and Kang 2013).

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Reference
Chen, Y.L. and Liu, L., 2014. The Knowledge Base Development for the Web Content
Accessibility Guidelines. Intl. J. Intell. Sci, 4(1), pp.29-37.
Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
Kamoun, F., Al Mourad, B.M. and Bataineh, E., 2013, January. WCAG 1.0 versus WCAG
2.0 web accessibility compliance: a case study. In The International Conference on Digital
Information Processing, E-Business and Cloud Computing (DIPECC2013). The Society of
Digital Information and Wireless Communication (pp. 94-101).
Sohaib, O. and Kang, K., 2013. The importance of web accessibility in business to-consumer
(B2C) websites. In 22nd Australasian Software Engineering Conference (ASWEC 2013) (pp.
1-11).
Yadav, N., Sushil and Sagar, M., 2014. Revisiting performance measurement and
management: deriving linkages with strategic management theories. International Journal of
Business Performance Management, 15(2), pp.87-105.
Yuan, S., Wang, J. and Zhao, X., 2013, August. Real-time bidding for online advertising:
measurement and analysis. In Proceedings of the Seventh International Workshop on Data
Mining for Online Advertising (p. 3). ACM.