Using integrated IT systems to minitor decay in website performance following individual improvements

This paper describes some possible effects observed during the monitoring of commercial websites. The monitoring was to understand some user behaviour and to identify design elements that may have significant impact on that user behaviour. Commercial websites aim to generate sales by selling products and services online or by promoting their products and services online and turning enquiries into later offline sales. The research used data collected to observe and determine how a user might behave in a WWW Site. In order to track customer behaviour online, a custom online tracking system was created to monitor how users behave while browsing a website. Google Analytics was also used to collect behavioural data and other statistics. The rest of the sales cycle was tracked through a Customer Relationship Management (CRM) system, which was customised by implementing extra modules in order to record information at various stages of the sales cycle. The online tracking system was not fully integrated with the CRM system but it was still possible to build customer profiles across the two systems manually.