developerWorks: Conduct Web Experiments Using PHP, Part 1

“It’s practically impossible for you to use the Web today and
not come across a Web offer–a Web-based product or service offer
that includes an online method of responding to the offer. The
desired response might be to fill out an information request form,
to join a site mailing list, to set up an appointment to meet with
a representative of the product or service, or any number of other
options.

“A Web offer is a powerful marketing tool that gives a sales
force entrèe to a buyer’s most pervasive motivating force.
Through the unique structure of online technology, marketing can
easily tap into a consumer’s brightest fantasy or most vulnerable
flank (depending on your point of view): almost instant
gratification. And like any marketing tool, half of its
effectiveness lies in being able to measure its
effectiveness…”

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