Draft a plan to perform Web traffic analysis for the ecommerce application developed for Marathon Vitamin Shops. (See Consulting Opportunities 1.1, 13.2, and 14.5 for more information about the organization, their products, and their goals.) Your plan should take the form of a written report to the owner of the chain, Bill Berry. Be sure to indicate what statistics you will monitor and why they are important for Marathon Vitamin Shops to know
What will be an ideal response?
The plan to monitor Web traffic analysis for Marathon Vitamin Shops should include the following key points:
A. Marathon should know how often the website is visited by using a counter that provides the number of hits by day and hour. This will tell when the site may be maintained as well as when to start new promotions.
B. Learn details about specific pages on the site, including which topics are the most useful, which product pages were visited the most, and so on. If pages are not visited very often, the links to the page should be investigated or the products should be promoted more often.
C. Learn visitor demographics to determine if users are from an area that has a store and they are familiar with the company or if they are buying solely from the website.
D. Discover if visitors can properly fill out the order forms on Marathon’s site. If they go to the order form page but do not submit an order, the form should be analyzed for usability. Things to check for are required fields (such as state or zip code) for international customer, or being asked for a credit card number before getting the total for the order including shipping and handling.
E. Find out who is referring website visitors to Marathon’s website. This would be useful for advertising.
F. Determine what browsers visitors are using would help with the design of the site, especially if the site is using features that only the newest browsers support.
G. Find out if Marathon’s website visitors are interested in advertising. This could increase traffic as well as increase the visibility of the website in search engine results that rate a site by the number of sites that have links to it.
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