As the Internet becomes a more integral part of retailing and of consumers' shopping behavior, what retailers need to know about how shoppers use their sites is constantly changing-and growing more important. Our speakers in this session will dive below the surface of the fundamental web measurements and tell retailers what they need to know about complex interactions between various ingredients of an online sale, such as the relationship between search marketing, site search and navigation; or how a running total in a shopping cart affects conversion rates. They will explain why these new measures of a web site's success are important and will demonstrate how to track and interpret them. They also will look ahead to what new measurements e-retailers will need to pay attention to as the online retailing revolution continues. Our first speaker is with the Center for Retailing Studies at Texas A&M University, a leading e-retailing academic research institution. He will report the important site measurements that he has identified in his research with dozens of online retailers. Our second speaker heads up a company that has developed web sites for scores of successful, mid-sized retailers. He will reveal the results of an analysis of his clients' web sites that was conducted exclusively for the Internet Retailer 2007 conference.