“Why does your business exist digitally?”

It sounds like a simple question, but to many, it is actually quite difficult to answer. In particular, in large and complex organisations, depending on who you speak to, you’ll often find quite different answers.

In my recent conversation with Toronto-based Blair Roebuck, she shared her challenge of looking behind the numbers, finding the compromise between different views and opinions, yet only one website

According to Blair, every website has a purpose. If you are in B2B, it might be showing your authority or it might be all about lead generation. The trick is, that we are being measured on different outcomes and conversion doesn’t necessarily mean checking out in an e-commerce flow. Long story short: We’re often not measuring against the right metrics