Almost everyone in business will tell you to test and track everything… your headline, your conversion ratios, your clicks, your sales, your profits etc etc.

If you enjoy that sort of statistical analysis, go ahead, be my guest, track everything you can.

However, you should know that while you’re testing and tracking the headline on your sales copy for widget X, your competitor is busy creating a brand new widget which is going to outperform yours for every single thing you can measure.

Sometimes there are more important things to do that test and track.

Online businesses are very flexible, fluid and dynamic. If you see a new trend (blogging, podcasting, whatever), you can be sure there’s a fortune to be made from it. Should you spend your time improving your sales copy for a product you launched 12 months ago, or should you spend your time creating new products around the new trend?

Well, what do you think?

I think it’s best to spend time developing new products for more markets than to keep trying to make a better Google Adwords ad to promote my old widget.

Of course, I do track some statistics. The main one is called “profit”. I know how much money my business makes. I know if certain product launches were successful or failed. I know if certain email promotions succeeded or failed. I keep an overall eye on my successes and failures.

I strongly believe that as long as you’ve got an understanding of how well your business is doing, there are better things to do to improve your profitability than keep tweaking your headline and seeing if you get more sales.

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