Run a number of forensic tests on the Homepage and each consecutive landing page. CTR is an alright starting point, but what matters more is attention-to-focus ratio, scrollthrough rate and converting elements like CTAs, header embeddings or specific animations that are designed to increase user engagement. Heatmaps are a helpful start, though make sure that you have GTM with specific event tracking set-up reporting to Google Analytics Universal or another platform which doesn't server-side log user actions, if privacy is a key factor for the data that you're trying to gather. Matomoto(?) is a great starting point for that one although with a bit of back-end knowledge and a couple of cloud servers, the set-up should be relatively easier to achieve rather than going for an ERP solution which takes months to develop, leaves a massive hole in the budget and displays stats based on pre-established filtered views which are crazy limited and won't provide a full picture of the UX from visitors.
