Goodevening everyone...

Some questions about statistics. I know I should be paying more attention to my Google analytics...but I really have trouble understanding it and applying it's data to my site. I get that from it I can see where people are coming from....for example what keywords people are using to find my site. But at the risk of sounding dumb... wouldn't it be more useful to know what keywords people looking for my products used but did NOT find my site?

And how can I utilize the information available on Google Analytics about people who have successfully arrived at my site? I'm not a numbers and statistics type of person, so I've been avoiding this but I know I've got to start learning how to use it.
Any help or suggestions would be really appreciated!

Thanks

Anyone?

I'm not sure you can see what people are using and NOT getting to your site... other than make a list of what you think would be the top keywords for your site, then compare them to the list of keywords hitting your site.

Personally, I'm not a big fan of GA. Last I looked, there wasn't an easy way to see the individual "path" someone took through your site, and that's good information for me. If I see that people are taking 5 clicks to get to an item that sells, I want to get that item higher up or look at other navigation to speed up the process, for example.