Does your company even have a clearly delineated set of desired outcomes for your site?

How Often Does Your Website Hiccup?
Taking goal-tracking all the way to best practices, the sites that consistently achieve their goals and do so faster have correlated their goals with their compensation plans.
The process of continuous improvement assures that you will steadily increase your return on keyword investment.
A banner ad that brings in a million people is great - unless they take one look at the landing page and hit the Back button so fast it makes their mouse spin. This turns out to be a serious political question for most companies, and I am constantly surprised by the disagreement and cross-purposes I discover during my strategy consulting. Is anybody looking at how often those happen on your site?
Are We Using Our Own Metrics?
Did We Achieve Our Goals?
Can those results pages be improved?
This turns out to be a serious political question for most companies, and I am constantly surprised by the disagreement and cross-purposes I discover during my strategy consulting.
You now have two very valuable pieces of information.
How do you know if your website is working? Listen to them complain - they will expose your site's weaknesses and identify the places where a little attention can go a long way.
If people flock to your website all by themselves, then congratulations. But how do you know if your measurements are working?
They will show you where your website is hurting your brand and may actually be encouraging your would-be customers to click over to your competitors. How long does it take to process a credit card?
How Did They Get Here?
How Often Does Your Website Hiccup? But their searching isn't over.
Are They Happy About Their Visit?