cgrantski - 2:33 pm on Jun 6, 2008 (gmt 0)

Can you get log files? If your traffic is very small, analytics really won't help much unless there is a big big obvious problem on your site. Don't overvalue analytics. Get people you trust to go into your site while you're sitting there, and listen to what they say.

Also have them look at the ads you are running and talk about whether what they find on the actual site fits with the expectations raised by the ads.

If you can get server logs, do so. Find a quick guide to how to read a log file line and use Excel to sort the log into individual visits, and read the sequences in those visits. You could learn a lot more than with high-level summaries of small amounts of data.

.77% may be a really good conversion rate for a site like yours. Has the conversion dropped since your Amazon association? Remember, the trust people have in Amazon will drastically change conversion all by itself.

The book I've always liked and gone back to is Web Analytics DeMystified by Peterson.