Abstract
Website strategy has evolved from a simple web presence to ensuring consumer purchases. These trends make it imperative for marketing researchers to understand the online consumer experience in terms of both the quantity and the quality of website visits. This paper reviews several commonly used online marketing research techniques, suggesting that many inadequately measure the quality of a user's website experience. More recently developed methods found within the marketing literature that rectify the shortcomings in online marketing research are identified, and usability studies are singled out as an effective tool for creating a more complete assessment of online consumer activity.
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