Online, measuring is knowing. For all websites that we develop, we naturally integrate Google Analytics so that we develop a good baseline insight in the website traffic, user demographics and behavior. Next to the reportive function of these analytics, it has a reflective function. In the end, it is not possible to make all the right assumptions about user behavior for an all-new website without measuring and testing. By thorougly analyzing the website data on page level and the inter-page flows we can acquire relevant insights to improve the performance of individual pages and their position relative to the rest of the website.