Web Site Success Metrics: Addressing the Duality of Goals.

The article discusses web sites and how to determine their success. Rather than basing a web site's success merely from a consumer/user perspective, it is argued that success should be measured in terms of the web site's various goals and how effective the web site is in meeting those goals. An organization must first identify those goals, its audience and the motivations for its audiences for accessing the site. Details are then presented for measuring web site success. The researchers make suggestions for further studies.