One of the main areas where web metrics are used within the company is the search function on its website. Since it is
expensive to answer phone calls, the company actively promotes the site’s search function. Metrics that are used to
optimize the search function include the most common queries and the amount of queries originating from a particular site. A large number of queries in a certain area may indicate that this part of the website does not satisfy users with the information they are looking for. The number of queries is also used to determine the areas of the site that justify the commitment of resources for improvement