In a crowded market place, the store that attracts the most traffic often creates the impression that it is also the most profitable. Often enough, one realizes that this is a misleading perception as shoppers browse around and walk away only to make their purchase where they get the best service and value for money. The same is true in the online world as well. Gone are the days when the ultimate goal was to increase visitor traffic to your website. The emphasis now is on making sure that every visitor to an organization's website has a positive online experience - one that encourages action.