thin the target segments of each article, the users should be selected randomly for getting the feedback. This is advisable in order to prevent user fatigue. 13APPENDIX 1 – WEB TRAFFIC ANALYSISProper analysis of Web traffic can help to analyze real motivations and behaviors of customers. Web site traffic analysis is about collecting, analyzing, and interpreting the following data: How the traffic arrives at the site?Which users make up the traffic?How users interact with the site?What the results were of the visits -- were they happy endings?The results of the analysis should help to do the following: Measure the effectiveness of customer acquisition and retention strategiesDevelop strategies to contain unwanted traffic leakage from the Web site and to enhance the online experienceIncrease the number of happy-ending visitsProject the likely outcomes of future activitiesMore specifically, the following are some of the things that can be achieved: Changes in traffic volumes may help to measure the impact and reach of the site's customer acquisition strategies on its online audience.Analysis of the composition of the traffic can help with customer segmentation. The segmentation of traffic can help to gauge whether the site is attracting the right traffic, and whether the traffic-generation channels, such as affiliate programs and search engines, are driving traffic to the site.The amount of interest in the tools, services, and content offered at the Web site may help to enhance the relevance of existing ones -- and to design new ones.The traffic pattern through the site (also referred to as clickstream data) and the amount of time spent on each page may help to understand the motivations and interests of the online audience.Clickstream data can help to offer personalized content to individual visitors. Clickstream data can help to understand if visits concluded with a happy ending. Analysis of clickstream data can help to improve the...
