Testing and tracking?

Many of the people on this forum are practically in the Direct Marketing business over the internet. And, as Gary Halbert once put it, "we're in the business of math".

Good marketers must constantly test variables and track conversions, make tweaks in their offers and website architecture to improve on their numbers and profitability.

However, I often ask myself how many of the internet marketers are doing this?!

I know many of the gurus do it like fanatics. But I suspect that many of the "struggling" marketers are either doing very little testing & tracking or doing it at a very superficial level.

Which brings me to my point. I've been looking for IM info-products that would teach me how to become better at this. I want to get good at this before I launch my new website, and I really need the information, tips and advice from those who've been there, done that and had success with it. Why reinvent the wheel? I want to learn website analytics, split-testing, how to create & tweak offers that would convert better, heat-mapping, etc.

BUT...I only found 2 or 3 products on this topic, and they weren't too focused and well-structured either.

Isn't anybody teaching this properly?

Do you have any suggestions on what I should read to get really good at this? Any ebooks, seminars etc.? Heck, I would even pay someone to coach me in this, if it doesn't cost me a fortune.

What can you share about your experiences with testing and tracking?

Thanks!