Web-site of the organization as an instrument of realization of marketing communications complex

Aim. To analyze the meaning and peculiarities of the implementation of the complex of marketing communications through the website of the organization.

Tasks. To characterize the website of the organization as a tool for implementing a complex of marketing communications; to consider the opportunities and disadvantages of the sites of the organization, functions and methods of analysis of effectiveness.

Methods. In the present study with the help of general scientific methods of knowledge the peculiarities of the website of the organization as a tool for implementing a complex of marketing communications are considered. Shows the possibilities of analyzing the effectiveness of the site based on the definition of usability and conversion.

Results. The study defines the importance of the site in the development of external and internal corporate communications. The capabilities of websites in obtaining information about consumers and creating a portrait of the target audience, the involvement of consumers, the promotion of goods (services), as well as the main disadvantages were identified. They include brand inconsistency, weak sales proposition, difficulties with downloading on mobile devices, unoriginal, uninteresting content and poor navigation. Requirements for websites are formulated and types of the latter are considered. The rating of the most visited sites in Runet and statistics of the average site conversion rate by industry. Factors influencing the usability of the site and conversion, methods of analysis and improvement of usability have been established.

Conclusions. The website can act as an effective advertising and sales platform for the organization, provides the last modern ways to analyze the target audience, allows to solve the problems of formation and maintenance of the image. The site should correspond to a brand of the company, to support its positive image, to show competitive edges, to give the actual information on consumers and opportunities of interactive interaction with them. The main methods of website effectiveness analysis include the definition of usability (effectiveness and user satisfaction when entering the organization’s website) and conversion (the ratio of the number of website users who performed the target action to the total number of website visitors). Analysis of traffic at the site will develop a strategy for marketing promotion of products (services) organizations, to implement a set of marketing communications, effectively affecting the consumer.

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