In addition to tracking use data on your website, you should be monitoring the sites offered by your competitors. There are tools to help you do that, and they are free!
Competeis an on-line service that lets you pull traffic data for nearly any site on the Internet. The site gives you several tools to access use data for every site on the web and claims to offer the largest pool of on-line consumer behavior data in the industry.
Alexa provides a similar free service. The site offers an easy way to add traffic graphs to your site, plus several neat widgets.
Both sites let you track several sites’ traffic on a single graph, showing how well your site is doing versus competitors. These graphs allow you to look beyond the numbers and see trends and patterns.