Companies study web site visitor activity to understand customer and prospective buyer interests, improve Web site design and navigation, and increase the profitability of the online sales process. By tracking and analyzing Web traffic patterns, site navigation, page views and transactions, online marketers can design more compelling web sites and give visitors better incentive to buy and return. With the low switching costs present on the World Wide Web, companies know that a visitor's experience must offer enough value to induce repeat visits. Companies rigorous in their analytical approach to online merchandising and/or sales are realizing lower marketing costs, higher online revenue and improved customer loyalty.