On the Web: Secrets of Profitable Navigation Exposed

• Products and Categories Previously Viewed allows merchants to provide quick links back to pages that interested shoppers by simply keeping track of where shoppers have visited. Use a cookie to display these links from a previous visit when those shoppers return.
• Collaborative Filtering is a fancy way of saying "People who bought this also bought these other items."
• Complete the Look, mostly used in fashion, allows shoppers to buy several pieces of an outfit shown in a photo with a single click.
• Recommendation Engines go far beyond collaborative filtering and can become almost personalized navigation.

Is It Working?
While profitability is the ultimate measure for an e-commerce site, you can get a sense of the effectiveness of your navigation by tracking the following metrics over time.