Measuring and understanding your website’s success is a critical process that is sometimes overlooked. Many times, marketing efforts stop at getting traffic to the site. Traffic alone, however, does not result in website success. By “connecting the dots” between your marketing programs and end results, you can improve performance. Ultimately, site success depends on how well your site performs with respect to your goals. Measuring actual results against those goals tells you how well your site is succeeding. Have a Plan Whatever your Web site goals, a marketing plan helps you better meet them. By including two or three general