Abstract: A user interface (UI) adapted to allow a Web site owner/operator to view real time information concerning activities of visitors to a Web site. The UI includes a plurality of information fields that provide real time information concerning visitor browsing and purchasing activities at the subject Web site with which the analytics information is concerned. The information is organized as some or all of: visitor purchasing behavior as grouped by proximity to completing a purchase, visitor visit history, product-based visitor viewing history, visitor referral path, visitor keyword search history, visitor click path, and/or visitor location.