The success or otherwise of any areas of your organisation should be quantifiable by some measure. And yet, very few website managers/owners seem to set goals for their website. The companies that do, generally sell online and goals are a vital part of their monthly reporting. But most companies don't set goals and without them it is difficult to get a through measure of how well your website is working and what areas need to be improved on.
Ever wonder exactly how Google calculates the cost for each click on your Google PPC adverts? Common belief by many people is that it's simply a case of 'The more you bid for a click on a key phrase, then the higher you get listed', in much the same was as an auction where the winner is he who pays most. Not the case with Google!