The customer value perspective is a translation of customer wishes into goals. This perspective is definitly not what you want from your customers.

 If the website is (part of ) the product, part of these customer wishes are defined in the customer value proposition and they can be used to define the goals for the website visitor. A product goal can be the amount of information available, a service goal the amount of possibilities to subscribe to services like a newsletter, a quality aspect timely updates of information or unobtrusive ads in the site and of price for example free offerings.

But sometimes the website is not the product, but (also) the channel. Then you should define your website channel as being the product. What do your visitors expect from the channel, and how can you meet the expactancies and exceed them? this is what will make your website visitors into customers. 
 This is the moment to check your previous research on your customers, and try to define the goals for fullfilling their needs.

 

 

 

 

On the web use strategy
to be faster than the rest