What to actually do.
THE PROBLEM
Most businesses look at analytics occasionally and change nothing.
THE APPROACH
Pick one question Find the data that answers it Make one change Measure whether it helped
USEFUL QUESTIONS
Which pages bring enquiries? Where do visitors leave? Which traffic source is worth the effort? Why do mobile visitors convert less?
WHAT NOT TO DO
Look at everything monthly and feel informed Change several things at once Judge on a week of data
THE ONE-CHANGE RULE
Change one thing, measure, then change the next.
Otherwise you cannot attribute any improvement.
HOW LONG TO WAIT
Long enough for meaningful numbers.
For a small site, that may be a month.
WHAT TO RECORD
What you changed, when, and what happened.
Without that record, you repeat experiments.
WHAT SUCCESS LOOKS LIKE
More enquiries, from the same or less traffic.
