The data will allow you to form a hypothesis that you can use to test changes on the site, and then measure what happened. â€œI wonder if we can attract even more traffic if we create more content like the kind that has the highest visits.â€ â€œI wonder if making the add to cart button a more prominent color will increase products added to cart to reverse this negative trend in conversion rate.â€ â€œI wonder if making the guest checkout button appear first will decrease the amount of shoppers that abandon the first step of the checkout process.â€
Data isnâ€™t the solution. Itâ€™s the ideas that come from the data, applied to see what happens next, that is the solution. Small data can instigate just as much of a good idea for what to do next as big data.