If you offer a subscription based product or service, you may find that your “direct traffic” is above average. This could be an indication that your existing customers/members are coming back to your site for additional information they need.
If these customers aren’t tagged somehow and you don’t have in depth analytics in place, you probably aren’t effectively separating their behavior from the behavior of new visitors to your site. This makes it difficult for you to point out stumbling blocks on your site because your existing customers and new visitors may be landing on the same pages and navigating to the same pages on your site even though their tasks may be very different. You should suspect that their behavior would be dramatically different, but you have no way of separating them.
In order to gain valuable insight from looking at your analytics and trying to help new visitors buy more effectively, you need to be able to assess their behavior without the existing customers providing additional noise to the data.
If this rings true for you, what are you currently doing to be able to make effective assumptions from analytics?