Lots of web site owners have theories about their site:

• it gets lots of hits
• I get a lot of traffic from Squidoo
• I’m not selling very much

My message here is don’t rely on hunches. Make sure you measure your website. Use a good measurement tool like Google Analytics. Otherwise, how do you know if your site is successful? How do you know where your visitors come from? What do they do while they are on your site, and where do they leave?

Most importantly, do they take the actions that you want them to take (buy a product, sign up for a newsletter, click on an affiliate Ad, etc.)?

Once you what your visitors are up to, you can make some changes to make your site more useful.

Of course the saying really means that once you cut into your expensive piece of brazilian mahogany, its impossible to go back. No changes allowed. This is different to a website, where you can keep going back and changing it at any time (unless your designer charges by the hour)…