The internet, user behavior and buying habits are in constant change. Most website owners do not use the free—and very detailed—statistics available to analyze their customer behavior, preferences and the products they buy. Using this free data such as your ecommerce admin statistics and your server logs (hosting account stats) will present you with key information enabling you to refine your website, resulting in a big increase in sales and profits.
Successful websites including Amazon.com often run multiple tests on their website daily to gather data and respond to the results. They test everything from a simple image placement on their homepage, product layout, add-to-cart buttons, to the messages and products you see when you have placed an order—the order confirmation (order success) page.
Further to this, testing allows you to see which areas of your website are performing or where the leaks are that need repairing. When you make changes, ask your family, friends or colleagues to see if your site and its functions are seamless and easy to order. The less experienced the tester, the better, as you will get a realistic view from their responses.