Presents a model which organizations can use to monitor Web site effectiveness. Argues that anecdotal evidence can be colorful but is not useful in structuring and managing an effective site. Suggests that traditional disciplines of composition and communication ‐ explicit purpose, coherent structure, relevant conclusion ‐ should be applied to Web site design. Concludes that customer feedback must be managed in a disciplined way, by ensuring that feedback is representative of the customer population as a whole, not just of those with a propensity to comment; and that the purpose and aims of a Web site must be thought through with the utmost care and attention to give a higher likelihood of creating an effective site.
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