Your company has no Web site because it seems too complicated, even though you need one. How do you start?

Your first job is to establish the right environment for collecting and analyzing customer feedback. Without knowing what customers see, what they click on, and how often they convert, there is no way to know what to try next (and no way to know if that change made things better or worse). It might feel good to fire the Web team or to redesign the site, but without metrics, you won’t know whether those actions improved anything. And don’t retreat into a survey—what customers say should not carry as much weight in this situation as what they do. Start by counting that. Learn more about the most important Web metrics to track.