Then the owner started to analyse his server logs. His visitor count rapidly declined but the actual sales increased dramatically. So, by analysing the search words and phrases that already work you can gradually refine your page text by adding new words that relate to your business and, more rarely, eliminating words which bring you the wrong kind of visitor. Most visitors are only viewing one page, so navigation needs reviewing in conjunction with search phrases. Finally it is worth building a spreadsheet where you can store a summary of your web visitor statistics together with actual sales enquiries to keep track of trends.
Most businesses carefully monitor the effectiveness of their printed marketing material.
It is just as important to do the same with your website if it is to realise its full potential. This is a very simple, free piece of software, but can be fiddly to setup and use. It does a good job on all the basic reports but does not cover more complex reports such as navigation paths, length of time pages viewed etc. However for a small site which is only getting tens of visitors a day it is perfectly adequate. This is almost the de facto standard for medium size sites once they are getting more than 50 visitors a day.