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Frank Remarks: Golden Logs: Mining Marketing Data from Your Web Site

Mar 1, 2002

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Optimizing Your Navigation

Your site logs can help you track your visitors around your site. They'll tell you whether the user navigated your site using your search box, links on your master navigation bar, or the sub-links on page columns. Why is this so important? Think of your web site as a physical store. There's a reason why the most popular products sold in a store are in the back. That makes visitors pass by other merchandise that they may not have thought of buying. This is called merchandising. Understanding your visitors' traffic patterns can give you the opportunity to present merchandise to them in the context of their visit. The traffic logs can also help you identify bottlenecks or confusion in your site navigation structure that may be frustrating visitors and driving them from your site.

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