This thesis focuses on web site evaluation by using structural evaluation and scope of business based content comparison. Firstly, web site measurement techniques and evaluation methods are reviewed. Then a structural evaluation and content comparison method introduced. This thesis also includes a web based implementation of these methods for evaluating web sites which is partially automated for structural evaluation method.

Importance of web services increases as the technology improves and the need for the challenging e-commerce strategies increases. This thesis focuses on web market analysis of web sites by evaluating from the perspectives of static, dynamic and content. Firstly, web site evaluation methods and web analytic tools are introduced. Then evaluation methodology is described from three perspectives. Finally, results obtained from the evaluation of 113 web sites are presented as well as their correlations.