Management Information System (MIS) Practice Exam

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Which of the following explains Web analytics?

Conducting online marketing research to improve product quality
Tracking all online purchasers to increase their frequency of visit
Analyzing Web surfers' behavior to improve Web site performance
Finding the best one in its category

The correct answer is: Analyzing Web surfers' behavior to improve Web site performance

Web analytics primarily involves collecting and analyzing data regarding user behavior on websites. The focus is on understanding how visitors interact with a site, which pages they visit, how long they stay, where they come from, and their overall journey through the site. This analysis helps website owners and marketers improve site performance, enhance user experience, and drive desired actions, such as conversions or sales. Therefore, the option highlighting the analysis of Web surfers' behavior accurately captures the essence of Web analytics. By understanding visitor behavior, businesses can make informed decisions to optimize their websites effectively. This includes identifying popular content, recognizing drop-off points, and determining what motivates users to engage more deeply with the site. The other choices, while related to broader concepts of online marketing and business improvement, do not specifically define Web analytics. They touch on elements of e-commerce or customer interaction strategies but do not emphasize the analytical focus that web analytics entails. Thus, the correct response embodies the core activity and purpose of Web analytics.