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design for analysis

’

 (DFA)

. Here, the site is 

designed so companies can better understand the types of audience and their decision points. 

For example, for Dell (

www.dell.com

), the primary navigation on the home page is by busi-

ness type. This is a simple example of DFA since it enables Dell to estimate the proportion 

of different audiences to their site and at the same time connect them with relevant content. 

Other examples of DFA include:

● 

Breaking up a long page or form into different parts, so you can see which parts people are 

interested in.

● 

A URL policy used to recommend entry pages for printed material.

● 

Group content by audience type or buying decision and setting up content groups of 

related content within web analytics systems.

● 

Measure attrition at different points in a customer journey, e.g. exit points on a  five-  page 

buying cycle.

In this section, we will review approaches to performance management by examining three 

key elements of an e-commerce performance improvement system. These are, first, the 

 process for improvement, secondly, the measurement framework which specifies groups of 

relevant