APPLICATION OF METHODS FOR ASSESSING THE COMMUNICATIVE EFFECTIVENESS OF AN ORGANIZATION’S WEBSITE IN MARKETING RESEARCH

The article analyzes approaches to evaluating the effectiveness of a company’s corporate website. The website is considered as a communication tool of the company with consumers, as a way to achieve marketing goals aimed at increasing sales and brand awareness, entering new market segments, as a feedback mechanism with customers to update the range of products and services. The purpose of the study is to determine the methods and indicators for evaluating the communication effectiveness of the company’s website. The methodological basis of the study includes the Rossiter-Percy matrix method, a survey, and the statistical method of conjugacy tables. The object of the study is a full-cycle web studio «Contact Plus». The following indicators of the communication effectiveness of the website were selected: an increase in traffic and average time spent on the site; conversion; consumer satisfaction with interaction with the company through the website. Using the method of conjugacy tables, the hypothesis of the existence of a relationship between the level of satisfaction of respondents and the probability of visiting the site for further purchases was tested and confirmed. As a result of the implementation of the methodological tools proposed by the authors, the key problems of the Contact Plus website were identified and recommendations for their elimination were developed. The communication efficiency of the company after the implementation of the proposed action plan is evaluated. The results obtained can be applied by companies that interact with customers using a website on both B2B and B2C markets.

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