Your web statistics program should be able to show you the paths people take through a website. Where do they go from a certain page? How do they get to a certain page?
Where do people go from the home page? is always a critical question.
We have a great tool with our program that displays this visually. You can call up a copy of a page that shows the number of clicks on each link on the page. You can see not only the volume but how the arrangement on the page affects this.
In one experiment we moved the “contact” button to the top of the menu bar and tripled the amount of contact forms being filled out.
Marketing is all about being able to get inside the heads of your prospects.
Anything that gives you a better understanding of visitor behavior on your website, helps.