Know-How Exchange : Customer Behavior

Only web can cause this type of questions. To rationally rate everything is not a natural behaviour of normal human beings.

Think of normal purchasing process - a face-to-face situation: do you ask questions like "Please rate my presentation".

Think of it as a dialog - a natural conversation. The more interesting it is the longer it lasts and deeper it goes.

So the real measurement is the willingness from web visitors side how long he/she wants to continue the conversation:
+ Reaction on your proactive e-mail
+ Linking to your website
+ Reading following pages
+ Downloading documents
+ Returning through the links in your documents

Web should always be a part of pre-planned marketing and sales dialog process with clear objectives: what we want the prospect/customer do as a result of this phase. Then you design the web and measure the critical action points on the way.

We're using simple AIDA formula a lot because it gives a understandable common ground for un-common world of e-communication.

Take a look at THIS website for an example of a content rating interface. Read any MarketingProfs.com article and you'll see that there's a "Comments" icon just above the title.

The best indicator of content value, however, is traffic. Start measuring it and you'll see.