In the last two articles in the Along Came a Spider series,I've talked about the difference between search engines and directories, and how persuasive, keyword-rich content can make or break your online business.

But these elements are really only the tip of the iceberg.There are at least four other factors - design, usability, customer service and tracking (D.U.C.T.) - to take into account if you want your online business to be a financial success.

Let's start with number one, design.

1. Design.

Web design is like politics - everyone has an opinion, and everyone could do a better job if only they had the chance. Like politics, I find it best not to get into too much discussion about the right or wrong way to design a web site. But there are some design elements it pays to avoid. Not because they don't make the site look nice, but because they confuse and distract the visitor - who is, after all, your potential customer.

Here are two things you absolutely must not let your designer do when he or she designs your site.

1. Use flash. Contrary to what some web designers will tell you, the vast majority of people who shop or surf online, do not like flash. Yes it can be entertaining, but it generally takes forever to load. And if you're in a hurry (99% of Internet users), it's frustrating and annoying. Interestingly, the search engines aren't fans of flash either. They like words much better.

2. Use a dark background color. Seven out of 10 Internet users are over 40. And we all know what happens to people's eyesight as they age. Don't make your site difficult to read, especially for the growing, affluent, group of people who are responsible for over 25% of online spending. Don't use white or colored text on a black, purple, dark blue,spotted or striped background. If people can't read the words on your site, they'll leave.

2. Usability

Web design is closely linked to the next element - web site usability. But what does usability really mean? I don't know what the official definition is, but to me it means making it as easy as possible for your user to find their way around your site, without getting lost.

We all seem to have a story to tell about getting lost or separated from our parents as a child. Shopping malls, on a Saturday afternoon, seem to be the favorite. One minute you know exactly where you are, where you're going and whom you're with. And the next, you're totally lost. If you're lucky, and old enough to read, there are signs and maps to help you find your way around or direct you to customer service. If not, thank goodness for store clerks and security.

Web sites are very similar to shopping malls - except you can't just ask someone for help if you're lost or confused. For that, you must rely on the site's navigation. If it's clear, you'll find what you're looking for, make a purchase, and be in and out in no time. If it's unclear, you'll quickly become confused, lost and disorientated.

There are some web sites it's virtually impossible to get lost on. Amazon.com is one that springs to mind. Why? Because it has these wonderful tabs at the top of every page that tell you exactly where you are, and how to get to where you want to be. I'm not saying every web site should be a clone of Amazon but before you build your own, study it. There's a reason it's so popular.

3. Customer Service

The brave new world of online sales hasn't quite achieved all that it promised - especially when it comes to customer service. Everyone who uses the Internet has experienced the frustration of trying to find a telephone number so they can call and ask a question. Generally, the number is buried so deep within the site you give up and move on.Even the online help and FAQ's (preferred) by many online companies) seem to answer every question imaginable, except, of course, the one you want answered.

Recently, the E-Tailing Group Inc. mystery shopped for customer service on 100 web sites. Only 10 earned a perfect score on the following "must have" criteria.

1. An 800 or toll-free telephone number 2. Keyword search 3. Answer e-mails within 24 hours, with a specific answer 4. Four or fewer days to receive a package 5. Real time inventory in shopping cart or product page 6. Online shipping status 7. Order confirmation in shopping cart 8. E-mail order confirmation 9. Recommended product/features in shopping process 10.Display customer service hours

There's no reason why a smaller business can't offer most,if not all, of the above customer service features, but many don't. And that's bad for business. Most people view shopping online as a risky undertaking at best. Given the choice of buying from an unknown company, that doesn't offer much in the way of customer service, or one of the big, trusted brand names, most will choose the latter.

4. Tracking

Getting your web site to rank well in the search engine results is almost guaranteed to attract more traffic to your site. But what you do with the increased traffic is equally important.

To ensure your site's success you absolutely must find out whom these visitors are, what they want, and where they came from.

To do this you need to analyze your web logs or statistics. Study them to find out which search engines people use to find your site. What words they use. How long they stay. What they do while they're there. What pages they visit. What they buy. What they didn't buy. Look for patterns or trends in their behavior.

It doesn't matter if you're a small business, a huge corporation, an online retailer, or a news portal; you must track, identify and get to know your users. Only then can you tailor your site to meet their needs.