The performance of a web site should not only be measured in its ability to function correctly, but also in how easy it is for users or customers to find the content they are looking for.  Exceptional web sites undergo considerable technical scrutiny and testing to be sure that all the links and plug-ins work correctly.  However, what is often not scrutinized is the interface between the user of the web site and the service that is provided.   

Web site performance should also be evaluated on its ability to persuade people using the site to make a purchase or subscribe to a service.  Simply stated, people who arrive on a site who do not have the intention of helping you with your bottom line must be persuaded to do so.  People who arrive with the intention of passively viewing site content, such as a blog or interesting video, might be inticed to make purchases they would not otherwise make.  It is the job of a good web site to try.

Here, we introduce a concept called Behavioral Debugging which is a process to investigate and measure how well a web site supports (1) user accomplish of goals, and (2) converting users from passive viewers of content to new customers.  Behavioral Debugging encompasses multiple parts: analysis of Google Analytics Data to identify average user behaviors, analysis of web site log files to identify User Personas and Behavioral Links, and a study employing Eye-Tracking to determine where customers might be looking on a web page.  By examining these 3 sources of data, we identify (1) what users are doing and (2) attempt to determine why users are doing what they do.  More information is available on our page describing Behavioral Interaction Optimization .