Ultimately the goal of your website is to generate more new customers and more business from your existing customers.
This is why it is vital to monitor how much business you generate through your website, in relation to how many visitors your site is getting. This is your "conversion rate" (ie number of new customers divided by the number of visitors).
This is a lot simpler to monitor if you sell goods directly on your site, but still quite possible if you only generate enquiries, or leads, via the site. The important thing to know is how many customers you are acquiring through the site, and how many visits you are getting. (The latter is obviously as simple as clicking on Web Statistics in Statistics Center).
Consider this scenario:
1. Unique website visits for July - 1000
2. Enquiries via website for July - 20
3. New customers from website for July - 2
4. Average GP per customer (12 months) - $1500
Therefore, 1000 visits has resulted in $3000 of gross profit for your business meaning an average value of $3 per visit.
This means if you can find a source of targeted traffic for $1 per visit (for example, through advertising on other websites, or with Google Adwords) for which the above statistics are maintained, then you will make a profit of $2 per visitor - in other words: good business!
