The good news is, the Internet is very measurable. The bad news is, it may be too measurable. A lack of standard terms for metrics such as hits, impressions and page views not only makes it difficult for the industry to compare one Web site to another, but it makes communication within a company a challenge. The breadth of research conducted varies by site. Here's a look at common measurement goals.
Navigability is an important ingredient to customer satisfaction and deserves proper attention.
That means simply looking at top paths visitors take through sites. For instance, maybe there's a giant internal banner campaign promoting one part of the site that's working well but keeping visitors from looking at anything else. Looking through this information is important to decision making when tweaking or redesigning a site. We improved the quickness of the experience, the ease of finding information and the depth of the home page to make it a clear launching page to everything so that users wouldn't have to drill down through multiple levels. Sites that sell online want to determine the most effective path to get people to purchase.