Saylor URL: http://www.saylor.org/books Saylor.org
For example, consider the keywords a user might use when searching for a hotel Web site and keywords
that might be used by a the user when on the Web site.
Keywords to search for a hotel Web site might be the following:
- Cape Town hotel
- Bed and breakfast Cape Town
Once on the Web site, the user might use the site search function to find out further information.
Keywords he or she might use include the following:
- Table Mountain
- Pets
- Babysitting service
Analytics tools can show what keywords users search for, what pages they visit after searching, and, of
course, whether they search again with a variation of or different keywords.
Outcomes: Meeting Expectations
At the end of the day, you want people who visit your Web site to perform an action that increases the
Web site’s revenue. Analysis of goals and KPIs (key performance indicators) indicate where there is room
for improvement. Look at user intent to establish how your Web site meets the user’s goals and if they
match with the Web site goals. Look at user experience to determine how outcomes can be influenced.