We’ve been stuck in a "rut" of sorts for the past few years with FrightCatalog.com redesigning and realigning our site to what we thought would generate more sales.  In the past, this has worked so to speak.  This year, not so much.  Traffic is way up, conversions are flat.  So, we started really digging into the numbers we have collected through Google Analytics.  Based on what we saw and a new way of "thinking", we’re realigned our index page to reflect what we think (based more on numbers now than a gut feeling), will get our customers into sections they really want to see.  If this works, we’ll start to tweak the index page on a more granular level to improve things as well as move these changes into other popular landing pages.

In the end, our SEO is good and our site looks great.  But we have trouble converting our visitors into customers, which is crucial for growth.  Its refreshing to finally be making decisions and changes based on actual numbers instead of a gut feeling.  What we’re really interested at this point is how well we’ll be able to interpret the numbers that are in Google Analytics and see if we can make use of that instead of a paid service such as Omniture.