I have been reading a few great marketing related books recently. One of them is called Web Analytics: An hour a day by Avinash Kaushik who also has an amazing blog that I am now reading through as well.
By chance, I attended a webinar last week given by Avinash at Elastic Path. That SAME day, our web developer came up from Bellevue to work in Vancouver for a few days and had a copy that he lent me. I dove right in.
So far, I am LOVING this book. I will provide a more complete review when I have finished it... which at this rate will not be long.
Perhaps the biggest concept so far and one which has always been top of mind for me is the idea that you have to use analytics to get at the WHY.... why people visit your site... why they buy stuff... why they don't.... and that web analytics is a great way to help formulate the questions you need to ask.
But the real gold for me was the realization that me and anyone else sitting around looking at our company's website is just that... people sitting around and guessing... to really deliver the insight that is going to seperate your site from the rest is the fact that you need to understand these things from the customer point of view.
If you think your company's site needs some work, or even you don't.... pick up this book and start applying it ASAP.