Website Benchmarks & Metrics

The goal is to get Unique Visitors. This 'traffic' needs to relevant, and must be qualified by the keyword the visitor was searching for.
'Hits' are often inflated by non-human activity and other factors that render them irrelevant as a measure.
Getting visitors to 'act' is the key marketing task. These actions may be online or offline. 'Offline' means, for example that the visit yields a phone call.
Conversions Rarely Happen With a Single Click. Each visitor needs to be encouraged to act. But not just the obvious 'buy' or 'contact' action.
Actions may be proxy indicators of interest. This may be to bookmark, refer, post a message, subscribe or request further information.
The time a visitor spends on your site may be an important measure, as may be repeat visits and membership sign-ups.
The page(s) where visitors 'land' when they arrive at your site and how they navigate through your site are often important factors.

In traditional media advertisers don't know whether a reader actually looks at their ad much less buys anything as a result.

With internet marketing you know who is visiting and what they are searching for. Plus, you can use the data collected from past searches and other information you've gleaned about viewers to create content and target ads with an increasing degree of accuracy.
Metrics

Many websites are simply an expense. They were never designed to provide an ROI.

Pretty much everything can be measured on the internet.

Conversion rates can be set and progress measured, in real time.

By making the site interactive, many more qualitative measures are possible.

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