Website optimization with Web metrics: A case study

Web metrics are the measures that reflect how customers are using a website. Companies use these metrics for further improvement of their website. Although most companies today are engaged in website optimization, the actual use of web metrics is a relatively unexplored area. In this paper we address this topic by first reviewing the strengths and weaknesses of the most important source of web metrics (web logs) and then conducting an extensive case study. The literature review revealed a number of serious limitations to the collection and use of web log data. In the case study we interviewed both marketing and IT managers of a major US networking solutions company to explore how they use web metrics for website optimization projects and try to overcome weaknesses. We have found that the various data sources fulfil different purposes: clickstream data enable managers to answer 'when' and 'what' questions, customer surveys 'why' and 'how' questions, and external data to make competitor comparisons. Critical issues involve the lack of industry standards, the volume of data, and the need to supplement clickstream data with qualitative information. Managers highly regard web metrics and are eager to learn how to increase the use of this underutilized data source on online customer behaviour.