Imagine for a minute you own a small bookstore. Every day customers come and go while asking questions about where books are or requesting books you don’t have. You start to notice that the people from the coffee shop next door always buy newspapers in the morning. As a business owner, this is some pretty valuable information. You begin stocking more newspapers. You even give specials to the people from the coffee shop to keep them coming in. Consequenly, you not only sell more newspapers, but more books too. The newspaper shoppers often find something else to buy in the store before they check out. You observe that the newspaper buyers like political themed books and sports themed books, so you move those to the front of the store and so on.
Wouldn’t it be great if you could do that with your website? Instead of just guessing, you could observe trends and make improvements based on those trends. Well you can, you just need to look at the numbers.