We had very basic analytics on the landing page (just page hits), and after updating the page design, copy, and layout, conversions dropped to nearly zero.
The past few days I have been learning about Google Tag Manager and configured it. It's an amazing tool that I can recommend to anyone. I've included Google Analytics to track button clicks, HotJar to see the heatmaps, AdWords to track conversions, and finally I've configured Google Optimize to do A/B experiments with texts.
People keep saying that with less than 1-5K of visitors it's pointless to run A/B testing, however after talking to fellow founders, everyone said that even with 10 people there might be a point.
Now with the tools set up, next goal is to start optimizing the funnels and convert visitors to signups.