Our longtime friend and a client, Dave Schnurman, has built an amazing business by being a little OCD about data and metrics. In today’s Entrepreneur article covering his business, which offers, continued learning for lawyers, he gives us a taste of the way he’s made all those analytical decisions turn into cash…

As the president of lawline.com, an exclusively web-based business that offers online continuing education for attorneys, David Schnurman acknowledges he’s “obsessed” with monitoring web data. “We spend a lot of time and energy on this stuff on a daily basis,” he says. “An online business should at minimum be using a tool like Google Analytics or something similar. If you’re not keeping track of this data, you are going to lose touch with the little tweaks you need to be making, especially in an environment where things move so fast.”Analytics recently provided Schnurman with insight into a troublingly high bounce rate–in the neighborhood of 60 percent–with certain pages on the lawline.com site. Because bounce rate is a major factor in conversion rate, the issue warranted quick action. “We did some A/B testing with those pages, saw the pages with the lower bounce rates, and implemented those. The bounce rate immediately dropped to 30 percent. It’s at 23 percent now.”