You don’t have to take it from me. A Forrester Report states that only 13% of web professionals at 89 online companies said they actually measure the ROI of all web site changes. Only half said they measure the ROI of major changes. Half said they don’t measure the ROI of any changes at all, citing resource limitations.
Half. Don’t. Measure. Anything. At. All.
In most cases that I’ve seen, resources become limited because of inefficient use. If you don’t measure ROI, of course your resources – budget and time – are limited. You’re throwing them away.
I am now tiptoeing out of the room, shaking my head in amazement.