1. A tangible, non-transitory, computer readable medium having recorded therein software program that contains suitable programming instructions which, when executed by a data processing apparatus, cause the data processing apparatus to perform, a method for analyzing a website, the method comprising: recording clickstream data relating to the online behavior of a plurality of users through the website; building a behavioral portrait for each of the plurality of users based on the clickstream data; categorizing the behavioral portraits of the plurality of users into a plurality of portrait types; and analyzing the behavior of the plurality of users on the website as a function of portrait type; wherein the behavioral portrait for each of the plurality of users is built by applying psychological portrait scoring to the clickstream data.