Our Company Web Site Is Under-performing What Can We Do?

The key to escaping the doldrums and realising significant business benefits is not to give up. Manage expectations; web success takes time, effort and promotion. So long as you have the necessary resources to support the site, keep plugging away.

According to a recent study of 600 UK small to medium-sized enterprises by the Cranfield School of Management, initial over-optimism often cripples e-commerce developments at an early stage because web developments are more challenging and the early results not as great as expected. In many cases, the disillusionment this causes companies prompts them to halt further adoption and as a consequence miss the increased benefits realised later in the web development lifecycle.

The conclusion is that expectations need to be managed throughout the development, right from conception, to execution. Plainly, e-commerce of itself is not a magic bullet. Like much in life, you only get out what you put in.