Data analytics can be a powerful tool to help shape Web design, says Ashley Moreno. She writes about a case study she worked on that collected data including the number of hits for various pages on the site, figures on which pages were most likely to cause a visitor to leave the site and tallies of which advertisement URLs were most effective at bringing visitors. "Our big take-away from this round of testing was that trying to optimize one page for all our traffic wasn't leading to notable results. So we created different pages that catered to different users based on traffic source," Moreno writes.

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