Understanding and analyzing the behavior of your company's Web site visitors should go beyond collecting and analyzing site statistics. Staples represents a best-in-class example of how quantitative research can validate persona development and drive and prioritize Web site investments. Staples created a multipart study with: 1) an entry survey; 2) an identifier for each survey respondent; 3) site analytics to track user paths; 4) an exit survey; 5) a follow-up email survey; and 6) analysis of data from multiple sources. In addition to validating Staples' personas, the data is helping the firm prioritize site investments, design cross-channel interactions, and plan long-term strategy.