Case Study-Park Seed's Web Site (1,707 words)

The company had a local site that was content-oriented (static HTML) with a link to a pre-packaged storefront. "That in itself was very limiting," Hyatt says. He explains that a pre-fab site is great for a down-and-dirty launch but it simply couldn't measure up to Park customers' high expectations.

The site was built on frames, a format Hanson says did not lend itself to log analysis and made detailed reporting a real headache. She says the old version made it appear as though visitors spent much more time on the front page than they actually did. More importantly, says Hanson, the crucial bridge between what content a visitor was reading and what she consequently decided to buy didn't exist on the frames site.