How can a web site increase sales productivity?

If your web site informs your customers about how your products and services provide value, the sales people will have an easier job. Some of their work will have been done by the web site. A brochure can make a structured presentation, but a web site gives the prospective customer a chance to interact with the site and go to sections in which they are most interested. When a prospective customer comes to you from your web site, they should be well informed, understand you well and be interested in what you provide. These prospective customers will have short selling cycles and high closure rates. Short selling cycles and high closure rates translate into improved sales productivity.

Which web stats are most important?

Each of the different web statistics tells you different things. The number of unique visitors, for example, is what you want to monitor if you are primarily interested in the number of visitors to the site. If you are integrating a direct mail marketing program with your web site, you need to monitor the number of visitors to the site in the days after the mailing campaign launches.