The key problem hindering the use of a website as a business transforming tool is the lack of understanding and knowing what is actually happening.  Imagine travelling in a vehicle without a dashboard showing all the gauges.  How do you know your current speed, fuel level, engine temperature, etc?  You will agree that is actually driving blind and a disaster waiting to happen. 

One of the biggest challenges facing business has always been customer acquisition.  Even if all the other components that makes up a successful business are prevalent, without customers the business will fail.  They have been a lot of discussion both with the industry and academic about customer relationship management, customer lifetime value and customer lifecycle,  but it all must begin with acquiring a customer.  If there are no customer at the starting point, the rest of the line will be empty.