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The Browser Field
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Generally, users are slow to upgrade, and the browser field shows you what visitors are using what browsers If you re thinking about using some new technology that only works on recent browsers, check to see how much of your current viewer base you ll be alienating
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Site Paths and How to Use Them
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Many traffic analysis programs can determine the order in which pages were accessed by each individual IP address By understanding the various paths that people take through your web site, you can learn more about their interests and their decision-making during the visit For instance, if most people go from the home page to the product summary page, then obviously your products are your big sell, but if more people go to the services page, then they probably want to learn about the support you offer before they read about what you sell Of course, this type of analysis requires a clear understanding of the content associated with each filename and of how pages are displayed to your users Knowing how pages are displayed on various browsers and at different screen resolutions is important because the placement of links onscreen can affect what people click as much as their
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interests do For example, if your page has the products link hidden where the user has to scroll down to see it, your customers may be clicking on services in a vain attempt to find the products You can also use paths to determine the level of interest an audience has in a topic By breaking a long story or promotional page into multiple web pages that are linked from the first page through to the last page, you can determine how interest decreases as people move through the story For instance, if a three-part article receives half as many hits on the second page as on the first page, you clearly are losing people very quickly On the other hand, if the second page receives almost as many hits as the first page, then you know that people are interested through most of the story You can also use paths to scan for interesting synergies that you can exploit For example, if you run a site that sells computer parts, you might discover that people move from the graphics card pages to the memory pages indicating that people who are upgrading their video cards also want more RAM You could then hold a promotion bundling the two to drive traffic and sales, or redesign your site so memory and video cards are on the same page
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Web Commerce
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Internet: The Complete Reference
o business can survive unless its potential customers know it exists The Web offers you a unique opportunity to get the word out about your company, let your audience know what products and services you offer, and give them a way to order your goods over the Internet Doing business over the Web is like doing business in a physical store: you need to let folks know who you are, what you do, and where you can be found Creating a web presence does have certain advantages over establishing a physical location, however Instead of leasing a store, buying a sign, and printing marketing literature you ll have to live with for months, you can set up a presence that is reachable by anyone with web access, can be found through the search engines discussed in 31, can accept orders from web site visitors, and can be updated as often as you like
Purposes of Commercial Web Sites
How much functionality you build into your web site depends on your goals for the site For instance, if you expect visitors to make purchase decisions (and purchases!) based solely on the information on the site, you construct a very different site than if you see your site as an invitation for visitors to contact you by phone, fax, or in person A public relations (PR) site concentrates on providing information about your company, without getting into specifics about your products or services A marketing site provides lots of information about products without trying to close a sale A sales site does e-commerce: customers can actually buy from the site You can think of these three types of sites as a logical progression A PR site presents your company in its best light, a marketing site tells customers about your products, and a sales site lets them buy the perfect product from a company they respect In addition to these types of sites, your commercial site might have the goal of providing technical support to your customers, or a way for your customers to interact with each other Of course, your site may have more than one purpose: PR, sales, and support, for example If so, be sure to think about each of the purposes of the site, and make sure that there are pages that fulfill that purpose
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