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when it comes to Web­site opti­miza­tion, the three fun­da­men­tal ques­tions pretty much never change: Who is com­ing to the site? How did they arrive? And what are their goals? What’s the next step for­ward for them both in terms of their goals and your con­ver­sion funnel? What do they need to under­stand, believe, and feel in order to con­fi­dently take those next steps

under­stand WHY web vis­i­tors do what they do. Ana­lyt­ics can tell you what vis­i­tors are doing, but you’ll never really fig­ure out WHY they’re doing it until you get a grasp on these questions.