According to MediaPost, Google’s director of retail claims that consumers are clicking twice as much on a site before making a purchase. With that in mind, the article suggests that companies should track how customers interact with their sites to gain knowledge on their purchasing trends. Google analytics and other solutions can help E-tailers really understand what is working and what isn’t on a site. The increase click rate may be due to the fact that customers get skittish during the buying process and ask themselves if they truly need to buy that new pair of pants when their old pair will do until the recession is over. But discovering how customers interact on your website is just one piece of the puzzle. It’s also important to understand how they are being driven to the site, what marketing programs are driving them and what the conversion rates from each marketing strategy are. This can be a daunting task for the novice, but is becoming more and more of a necessity for E-tailers who want to maximize profits in a down economy.