Phillipa Games, has spent more than 25 years swimming in the deep end of digital strategy and analytics. With experience across nearly 500 clients and websites that have brought in hundreds of millions of dollars, Phillipa has seen it all from the good, to the bad, and the wildly overlooked. In this conversation, we peeled back the curtain on website analytics, not the overwhelming, chart-filled dashboard version, but the real, human-centered data that tells the story of what your customers are doing (and not doing) on your site. If you  who would rather schedule a root canal than log into Google Analytics, this episode is your guide to looking at just the data that matters and learning to use it to make smarter decisions.   Key Discussion Points: Why most business owners avoid their analytics dashboards (and why that’s a mistake) What to track first — hint: it’s not bounce rate The real value in knowing if anyone actually sees your call-to-action Why long, scrolling pages might be quietly killing your conversions How your internal site search can reveal new service and product opportunities Actionable Takeaways: Start with your business goals, not your metrics.Analytics are only helpful if you know what you’re trying to achieve. Define what success looks like before diving into data. Every page needs a call to action.Don’t leave visitors guessing. Tell them what the next step is — and test different formats and placements to see what works. Don’t bury your offerLong pages may look modern, but if your CTA is stuck at the bottom, many visitors will never see it. Move it up the page, and repeat it on the bottom.  Use internal search as market research.The words people type into your site’s search box can reveal what they expect you to offer — and what you might consider offering next. Watch where they drop off.If your audience isn’t finishing your videos or podcast episodes, take a hard look at how you open. You may be losing them in the first 15 seconds.