House of Bikes Case Assignment
Fred Merks was dumbfounded.
He had spent a lot of money on a so called Web consultant to
put up a home page on the Internet for his bike shop.
That was six months ago, and what had he gotten for his investment?
Zip, nada, zilch.
The consultant hadn't promised the moon, since
the Internet is still not a mass medium, but
he could count on the fingers of both hands the number of
new customers the site had brought in.
It was like paying for an ad that no one saw, Fred thought
And since they had put a discount offer on the page, Fred would know if the site had generated any business.
He had to pay a modest amount each month to have his site
stay on the Internet, and Fred was thinking about cutting his
losses, and pulling the plug on the whole deal.
He called the consultant to tell him his worries.
"Hey Fred," came back the cheery voice, "I was just thinking about
Fred was in no mood to be cheered up but he resisted the impulse
to make a snide remark. Instead, Fred said matter-of-factly,
"I don't seem to be getting any new business from the site."
"Oh really? I just ran a log report to see how many
hits you have gotten. I will email it to you this afternoon."
Fred was not overly excited about this news, but he
resolved to not "pull the plug" on his web site
until he had looked over the log report.
A facsimile of
Fred's Web Site is available.
This is a "simulation" of the actual site.
The email with the
log report is also
The name of each file is taken from the
- Look over the hit counts in the email.
There seems to be a disconnect between the 200 hits per week, and Fred's memory that less than a dozen people have mentioned the online ad. What do you think is going on?
- How would you change or improve Fred's Web site?
- What is missing from the referrer pages? What would
you expect to see that is not there?
- What could E. Heeno do to help this client?
What should Fred Merks do; cut his losses or keep paying money to E. Heeno?
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