The unique measurability of websites allows the collection of detailed information about the
behavior and characteristics of website visitors. This thesis examines the value of different web
metrics based on the behavior of website visitors. The objective is to develop and test a method
for identifying key metrics that are the most valuable for site developers to follow. The key web
metrics are expected to contain the most useful and relevant information about the website
visitors. The value of the web metrics is evaluated by examining the relationships of the metrics
towards website conversions. This thesis also suggests how different web metrics can be
analyzed to reveal important characteristics of site visitors and how web metrics can be used to
evaluate the effectiveness of the different aspects of a website.