How do you identify what works and what does not work on your website?
Regarding your website, you can not run on instinct alone. The number of data you get will give you the best possible strategic vision.
Conversion rate of visitors that turn into prospects, and from prospects into customers, cost per lead, per customer, bounce rate, number of unique visitors, new visitors ratio on former visitors, sources of your traffic (SEO, adwords, etc..) website affiliates, most visited pages, popular pages, pages referenced in Google (presence of a sitemap?), and search engines must all be analysed.
And again: performance call-to-action, SEO, SEA, keyword performance, ranking in search engine results, the number of inbound links, who reads your blog,your influence on social networks, level of commitment of your target, number of clicks on your newsletter, number of subscriptions, sharing content, etc. must all be taken into account.
A thorough analysis of your site by a specialist agency provides information that can increase your traffic, your visibility and reputation. You will know the behaviour of your visitors, evaluate your marketing campaigns, generate leads, and be able to rectify any problems if necessary, etc..