To increase web traffic to your site is just the first challenge: once you have a visitor, you turn him or her into a customer. Visitors will want not only to get a product description and price, they will also be interested in knowing others' opinions on the product. Featuring testimonials – or even reviews – on your site will provide visitors with even more relevant information, and can help build your credibility with potential customers. Use your web logs to track users and their path throughout your site. All of this web metric data may seem overwhelming but when you watch someone travel through your testimonial pages and go on to buy, you can develop a more effective ongoing strategy.