(Shelly Cashman Series) Gary B. Shelly, H. Albert Napier, Ollie N. Rivers-Web design_ introductory concepts and techniques -Cengage Learning (2008)

204 Chapter 7 Promoting and Maintaining a Web Site
@SOURCE
Web Analytics
For more information
about measuring Web
site activity using Web
analytics, visit the
Web Design Chapter 7
Online Companion page
(scsite.com/web3e/ch7/)
and then click Web
Analytics in the
@Source links.
site is the conversion rate — the rate at which a visitor who is shopping at the site
becomes a buyer of the site’s products or services. The conversion rate is calculated by
dividing the number of completed shopping cart transactions by the number of unique
visitors.
Taken alone, none of these individual measurements can tell you how a site is
performing against stated goals. But by combining benchmarking, server log analysis,
and other Web analytics with management expertise, the owners and managers of a
complex organizational or e-commerce Web site can better understand the site’s overall
performance and take steps, if needed, to correct any problems or make necessary
improvements.