If you're a web retailer, one of the most important metrics for you is your conversion rate, or the rate at which your site converts browsers into purchasers. I recently found a site called Conversion Chronicles that contains in-depth information on conversion rates.

While the site breaks down average conversion rates for each industry, the average conversion rate for all sites is 2.3% and varies widely among verticals. If your site isn't achieving the average conversion rate for your vertical, you should look at the design and usability of the site, as well as pricing and merchandising. It also would pay to examine your search engine marketing strategy—perhaps you're targeting the wrong keywords.