There are several applications on the market that help you understand (1) where customers come from (key phrases, clicks), (2) their movement through your site, and (3) their conversion into a paying customer. From that data we derive ROI and other metrics that can guide our PPC bid management AND on-page design and layout for maximum customer retention.
Is there any application or combination of applications - or services - that is particularly useful for understanding our web customers from click, to visit, to purchase? I came across ClickTracks and Axandra's Marketing ROI Optimizer (AxROI). I know that Web Stats Services provide similar metrics. Is there a one-stop-shop or combo of apps and services that works well?
It really depends on budget and what features you value most. Coremetrics and Omniture are probably going to be the cream of the crop. For something more affordable you may want to look at webtrends or ClickTracks.