"The amount of data we could collect would be enormous. I'll start by highlighting some overall things to look at and then go into a couple of customer experience scenarios and highlight the relevant data points. To assess the overall performance, I'd want to see trends in web traffic (unique and returning users). A breakdown of demographic and basic behavioral pattern information of the customers - how many items each segment bought, how much time they spent, etc. I'll then look at what brought the customers to the site, traffic sources, and conversion rates per traffic source (and bounce rate). I'll want to see customer buying habits and preferences. I'd also ask how many customers set a price limit when searching for products and what were the ranges of those ceilings. For customers who went to or spent a lot of time on the 'new arrival' section, did their buying patterns differ from others? How many customers went to the 'sales' section first? On average, how much time did customers spend on each product content, and what did they click on to learn more about the product? And lastly, I also want to know how they make final decisions - how many and who abandoned the cart? How many deleted items from the cart? How many people order more than one of the same product?"