Most companies that have websites have access to
traffic statistics, usually provided by their web host. Those that
don't look at these files (or use a bargain basement web hosting
company that doesn't provide them) don't know what they are missing-
there is a wealth of information to be found, and reacting to this
information can have a positive impact on a company's bottom line.
What follows are some of the most basic stats that are typically
available, followed by brief suggestions on how to use the
information.
The Myth of "Hits"
Most web surfers have come across sites that boast about "20,000
hits per day" or something similar. But what does this mean? To
an internet marketer, unfortunately, not much. "Hits"
actually refers to the number of requests for information the web
server receives. To use an oversimplified example, if your company
homepage has 20 separate graphics on it, each visitor to that page
will account for 20 hits. If you were boasting of 20,000 hits per day,
you would really only be talking about 1000 visitors. Obviously, this
statistic is not a fair indication of actual site visitors, and
shouldn't be figured into your traffic analysis.
Average Visitors (Daily, Weekly, Monthly)
This is the true measure of website activity. Of course, more traffic
is desirable in most circumstances (provided it is at least somewhat
targeted). Without access to this data and the ability to look at
visitor history, it is impossible to tell if your traffic building
initiatives, whether online or offline, are working. It should be
noted that the more your traffic increases, the more accurate the rest
of your data becomes. This is simply because trends in a larger sample
are more telling than trends in a smaller sample where a small number
of atypical users can skew the results.
Average Time Spent On Site and Average Page
Views Per Visitor
This data can be very useful in determining how your site is
connecting with visitors. If the average time that people spend on the
site is small (for example less than a minute), or the average visitor
only visits one or two pages, it may indicate some sort of problem.
Perhaps your site is attracting the wrong traffic, with visitors
abandoning the site quickly when they realize it isn't what they were
seeking. Perhaps visitors are confused by the navigation and decide to
look elsewhere. Maybe your site, even though you love it, gives off an
inexplicable bad vibe. Whatever the case, an awareness of the time
people spend on your site and the number of pages they view can bring
a potential problem to your attention, and help you gauge how
effective your solution is.
Most/Least Requested Pages
This information is helpful in determining the "hot" and
"cold" areas of your website. If you notice that a page that
you think is important is not getting any attention, perhaps the link
to this page should be made more prominent or enticing. On the other
hand, if there are areas of the site that you deem less important that
are attracting a great deal of your traffic, you can shift some of
your sales/marketing focus to those pages. Whatever you find in these
stats, you can bet that it will give you valuable insight into the
interests and motivations of your visitors.
Top Exit Pages
There are probably certain pages of your site where you don't mind
visitors leaving (after all, they can't stay forever). A confirmation
page after they fill out a request for more information might be one
example of a reasonable exit point. A contact page that tells visitors
how to get in touch with your company might also be acceptable.
Unfortunately, it is unrealistic to assume that each of your visitors
is going to find exactly what they are looking for on your company
site, so it is normal to see a wide range of exit pages. However, if a
high percentage of visitors are leaving on any particular page, it
bears some close scrutiny. Sometimes minor modifications in content
can have a positive impact on visitor retention.
Top Search Phrases
This data can be very useful in understanding what type of traffic is
coming to your site. If you see relevant phrases that bring you
consistent traffic, you can assume that you are getting some targeted
traffic. On the other hand, if there are predominant phrases people
are using to find your site that are unrelated to your business, you
know that at least some of your traffic is of a lesser quality. In
addition, if you notice that people find your site by typing in the
name of your company, you should be pleased to know that you have
achieved some level of brand awareness. By examining the search
phrases that your visitors are using, you gain a better understanding
of your visitor.
Conclusion
Some people are intimidated by these reports
(mostly because of the sheer volume of data available), but they
shouldn't be. While there are many highly specialized statistics that
can be used for more in-depth analysis of site traffic, the above
areas alone can provide invaluable information on site visitors and
website performance. Remember- this data is available for a reason.
It's up to your company to use it!
Scott Buresh is co-founder and principal of
Medium Blue Internet Marketing (www.mediumblue.com <http://www.mediumblue.com>).
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