The use of the Internet to promote a business is continuing to grow. From an e-commerce perspective, a successful web site does not necessarily have to have the greatest monetary gain, but can also be created to increase company awareness and/or company image. Specific qualities an e-commerce site must have in order to attract buyers include: website content, navigation, consistency, and customer service. Web analytics help track Internet user trends on the web site and allow the company to analyze trends, allowing them to maintain company visions and objectives. This paper addresses necessary guidelines an e-commerce company must follow to be considered successful.