Few things are more important in the marketing business than testing and tracking. Knowing what your readers, potential customers and customers are doing on your website can help make the entire difference between success and failure. You can’t always trust your intuition to guide you on how best to set up your website. As a matter of fact, you would be foolish to do so.

In the past, you had to pay huge sums of money to get the kind of software and scripts that has enabled marketing...