Unless you're looking at the data, your website is flying blind.
That's the problem with the way most websites are delivered. Once it's launched, that's the end of the story... until a few years later when another designer is commissioned to redevelop the site because it's just not working.
Just slapping a fresh coat of paint on your web presence doesn't make it sell any better.
The only way you can improve on your site's ability to make your business money is if you look at the data.
It's often extremely clear from analytics why you're losing users, but even when it isn't good data allows us to develop ideas for improvement, then test them.
It's hard to get more traffic, you should make more money from the traffic you're already getting!